Technology push refers to a scenario in which new products, services, or processes are developed primarily due to advancements in technology rather than direct demand from the market. In this model, innovation is driven by research and development (R&D) within companies or institutions that create new technologies or capabilities. These innovations are then "pushed" onto the market with the expectation that they will create new opportunities and stimulate demand. This approach contrasts with [[market pull]], where innovation is driven by consumer demands and needs, leading companies to develop products or services that address those specific requirements. Both approaches can be effective, but technology push often requires strong marketing efforts to convince consumers of the value of a new technology they may not yet realize they need.