Abstract:
The successful commercialisation of innovations such as remotely sensed feed-on-offer (FOO) and pasture growth rate (PGR) technologies (Henry et al, 2002, this volume) requires an understanding of the characteristics market into which the technology is being transferred. The commercialisation of FOO-PGR technologies in the wool production sector requires a marketing approach to identify those producers most likely to adopt these technologies, how they may use them on farm and how the message about these technologies may be diffused effectively.