While technological innovation can provide a huge
competitive advantage, there are downsides for both the organization and the
consumer that must be considered.  New technology
costs a great deal to obtain and set-up. 
The organization may also need to purchase additional equipment and
supplies necessary to support the new technology, especially if it’s high
technology that is most advanced and developed.  Once the new technology is implemented,
usually training for employees is required for them to become familiar with the
changes.  This could be time consuming,
taking employees away from their normal tasks, and costly because it’d require
additional pay for employees as compensation. 
All of these added costs for the organization likely would result in higher
prices for consumers to pay.  Initially,
a consumer may not have had to think twice about purchasing from a certain company,
but increased prices may cause them to reconsider their purchase or possibly
not buy at all.  This would result in
decreased sales for the organization until the consumer adjusts to the changes,
and accepts the product or service despite the higher price.  

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