BRINGING TECHNOLOGY TO MARKET

Rygler & Associates - Bringing Technology To Market

Rygler & Associates provides strategic marketing and business development consulting services to producers of high technology materials, equipment, components and software as well as to manufacturers in the following markets:

• Semiconductors
• Flat panel displays
• Solar energy
• Biotechnology

Semiconductors and flat panel displays are critical drivers of the $1.5 trillion electronic systems market. Suppliers who seek to profitably penetrate these markets must address these unique challenges:

• Why do so many new "solutions" (an abused cliché) with what appear to be compelling technical and/or economic benefits, fail to gain traction, despite the considerable promotion and commitment of vendor resources?
• In these apparently fast-moving, rapidly changing markets, why do changes in the supply chain happen relatively slowly?

There are three principal reasons:

• Risk-aversion, particularly in the engineering ranks
• Non-linear decision-making (see "Predictably Irrational", by Daniel Ariely, Ph.D.)
• Inertia of the incumbent, which, despite shortcomings, is "good enough"

Rygler & Associates applies over 40 years of experience in diverse high technology markets to address these challenges by deploying a unique, comprehensive and holistic marketing approach (See SERVICES).