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While many marketers believe that market segmentation is the 'be all, end all' of growth,
technological change is perhaps growth's greatest catalyst.
Currently the topic of technological evolution has
been studied primarily in technology management
literature. The central premise in this literature is that
performance of a new technology starts below that
of an existing technology, crosses the performance
of the older technology once and ends up at a higher
plateau, in the process tracing a single S-shaped curve.
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