The second method to engage technology in a new product or service is to import it or through technology transfer. The strategic motivation is to use it to maintain market superiority in a product/service area. In this situation the emphasis is even more “product oriented, since the importing firm has the belief that the technology will sell itself. Some years ago Canron Limited purchased a piping coupling technology, built a plant and assumed sales would follow. Unfortunately the technology, which sound, was not readily accepted by the market. Had the emphasis been placed on market research the venture could have been very successful.