Markets are the other crucial dimension because, for an innovation to be a success, markets have to be found or created in order to exploit commercially the outcome of technology-development processes. Autio (1995) distinguishes between penetrating established markets and the creation of new markets and the creation of new markets. Where the penetration of existing markets in cincerced, technical entrepreneurs face a choice between providing what autio calls ‘complementary’ technologies or ‘revolutionary’ technologies. Complementary technologies, as their name implies, will complement existing products and services while revolutionary technologies will be very different from what is currently available. Where the technical entrepreneur choose to create markets this can be an extremely uncertain process especially if the technology involved is revolutionary.