Title: Does Price Drive Technology Adoption?

With: Cathy Lewis, VP Global Marketing, 3D Systems Corporation

Subject: When is price the determining factor driving new technology adoption? What is the relationship between adoption and price elasticity? Chris Halliwell, TMC Director, interviews a technology marketing executive, exploring these issues in the context of 3D printing. The dialog focuses on the innovation diffusion ACCORD (relative Advantage, Complexity, Compatibility, Observability, Risk of product failure, and Divisibility) as a figure of merit determining widespread acceptance of innovative technology in a succession of potential applications.