ABSTRACT
This chapter suggests that changing levels and changing compositions of military spending present challenges to firms, communities, and individuals which are not different essentially from other forms of market change which occur in a dynamic economy. Programs designed to encourage firms and sectors to expand their markets were found throughout Western Europe. Unless the government provides a market by its own public procurement activities, however, success or failure of the effort to diversify markets will largely be determined by the ability of company management to locate a market whose needs it can meet at a competitive price. "Market pull" is likely to be more important than "technology push" in successful operation in civil markets. Some suspect that the reverse condition prevails in military markets; that is, that technological capabilities take precedence over price when selling to the military.
