Developing Hype-Cycle Resilience to Accelerate Advanced Biofuel Technology – Advanced BioFuels USA
by Ross Mazur (Sustainable Fuels Consulting LLC/Biofuels Digest) Hype, the ephemeral group discourse surrounding topics and ideas, is becoming more pervasive in our increasingly digital world. Although hype cycles, the temporal trends in societal perception of a specific technology or industry, are largely unavoidable and difficult to predict, they hold tremendous power to make or break industries. Hype can delay or even fully derail promising emerging technologies if poorly managed. Investors and technology developers therefore ignore hype at their own peril, and would benefit by best-pr...
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