Coupling model of innovation

There are examples where either technology or the market appears to be more significant in stimulating invention but the majority of innovations involve a creative coupling of technological and market factors

The relationships between advancing science and technology and a changing market are complex. The skill of the companies and the people operating at the interfaces between these areas is to make the connection between technological and market possibilities. It can be a creative process similar to the associative thinking involved in the original invention itself
and is often the province of the entrepreneur

This coupling between technology and market needs is important at every stage of the innovation process, from the first flash of inspiration, through the entire research, design and development work to the introduction of the new product or process onto the market