Dans une catégorie de produits fondée sur une dynamique technologique, les nouveaux produits entrent successivement sur le marché de manière rapide, et la situation concurrentielle change presque quotidiennement. Parce que les caractéristiques technologiques des produits disponibles vont en s'améliorant alors que les prix tendent à baisser, les clients développent des attentes qui peuvent influencer leurs décisions d'achat. Nous modélisons l'impact que les attentes des clients envers le prix et la technologie provoquent sur la part de marché du produit dans l'industrie des ordinateurs personnels, et découvrons des effets non linéaires significatifs de chacune des attentes. Ces effets sont constatés lorsque le prix réel du produit et/ou la technologie diffère(nt) des attentes à partir d'un montant limite (seuil d'écart). Nos résultats suggèrent des implications pratiques susceptibles d'être mises en oeuvre à l'intention des responsables de produits de haute technologie: le prix et la technologie devraient notamment rejoindre les attentes des clients, et non les dépasser. Ceci ne signifie pas que les gestionnaires devraient s'évertuer à la médiocrité, mais plutôt que le perfectionnement continu devrait être exploité de telle sorte que les efforts consacrés au développement des produits guident les attentes des clients.
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