Complex product adaptation to launch 3D printers on new markets

Abstract

The purpose of this research is to study what makes companies adopt or not 3D printing technologies, and how can Additive Manufacturing companies adapt their products to launch 3D printers on new markets and capture new demand. This question was answered through a case study; five companies were interviewed: three 3D printing manufacturers, one distributor and one consulting company specialized in Additive Manufacturing technologies. A framework was created to represent the connections between four constructs: the ownership structure, the equipment, the business case, the knowledge and the value derived from acquiring an additive manufacturing machine. In addition, a strategic roadmap for product adaptation was designed to leverage the findings about the hindrances to adoption. It was found that the lack of an economically viable business case and lack of skills on the adopter’s side were the main hindrances to adoption. In response, companies need to increasingly: - use a pull approach to launch a new product in order to ensure that the product will match an existing business case - acquire knowledge an experience about market specific business cases prior entering a new market - offer training either as a bundle or as a standalone product in order to grow potential markets and capture new customers.