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Technology offers great opportunities to firms. Successfully bringing the benefits of technology to market and realizing favourable returns requires a careful balance and management of a host of factors. The critical test of such efforts occurs where and when technology“meets the market”, resources and great efforts will only yield returns if one meets the market. Focuses on push versus pull marketing forces and their importance in technology assessment, policy,strategy, and the management of efforts to successfuly exploit technology. It defines characteristics of push versus pull forces,addresses the importance of economic, social, political and technical forces, and discusses factors of importance to the marketing analyst and strategist. It provides force assessment guidelines and an evaluation and scoring worksheet to evaluate and summarize factors which will determine the success or failure of a technology‐based effort. In addition, this assessment scheme is useful in a variety of other situations and environments. Includes examples related to the private and government sectors.