The Hype about Hype

摘要

OSA Industry Development Associates (OIDA) routinely observes an "early-peak effect" in capital equipment sales (see "Explaining the Laser Market's Long-Term Growth," OPN, October 2017, p. 21). This refers to a gap between the perceived sales of a splashy new product and the product's subsequent sales. The effect arises both from the nature of markets and human nature.