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Technology trigger – The first phase of a hype cycle is the ‘technology trigger’ or break-

through, product launch or other event that generates significant press and interest.

Early adopter

Company or department 

that invests in new 

technologies and 

techniques.

Hype cycle

A graphic representation 

of the maturity, adoption 

and business application 

of specific technologies.

Figure 4.12

 Diffusion–  adoption curve of a Gartner hype cycle

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Chapter 4  E‑environment

2 

Peak of inflated expectations – In the next phase, a frenzy of publicity typically generates 

 over-  enthusiasm and unrealistic expectations. There may be some successful applications 

of a technology, but there are typically more failures.