
94 Process Techniques for Engineering High-Performance Materials
Marketing must completely understand the market requirements and the
long-term trends that are driving the customer’s business. They cannot just
react to the whims of a customer’s purchasing agent. This knowledge will
drive nancial decision making, which, in turn, will dictate where the devel-
opment resources are focused.
When companies are market focused, they must constantly add new
skillsets and core competencies to the R&D and manufacturing organiza-
tions. These companies cannot assume that the current products of their
process equipment will be sufcient to meet customer need ...