ABSTRACT
Emerson's observation has often been used to reassure innovators that good technologies are destined to overcome the barrier of public indifference. Reality, as the research on innovation clearly shows, belies the optimism of this adage (Georghiou, Metcalfe, Gibbons, Ray, & Evans, 1986; Jelinek & Schoonhoven, 1990). The success of new technologies is often dependent on persuading nonexperts, such as investors and potential customers, of their merits. This persuasion process requires champions of new technolo~ gies to present their innovation to the relevant public in a manner likely to elicit their interest, approval, and ultimately, their support. History shows that simply communicating the characteristics of new technologies is usu~ ally insufficient to overcome the skepticism that confronts major innova~ tions. This has frequently led innovators to stage the introduction of new technologies into the public arena in such a way as to dramatize their perfor~ mance and application. Common venues for these staged introductions are trade fairs, international exhibitions, press conferences, or even stock~
holder meetings (Barhydt, 1987; Grove & Fisk, 1989; Kotler, 1973). These occasions are scripted as dramas in which the new technology is the central protagonist. Their intent is not so much to convey basic information as to highlight the potential ofthe new technology, while at the same time divert, ing attention away from limitations and potential difficulties.
