Measuring commitment to new manufacturing technology: integrating technological push and marketing pull concepts

The authors examine the extent to which marketing and manufacturing related factors, either separately or integratively, influence the degree of commitment to manufacturing automation. The findings suggest that commitment to automation technology is generally greater when marketing pull and technological push forces are adopted simultaneously. The implications of these findings for management and an agenda for future research on the market-pull-technological-push concepts are discussed.< <ETX xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">></ETX>