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On the one hand, they have to listen carefully to their customers, who want predictable improvements in (sustaining) technology.
ECONOMIST: OPINION
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The partnership would also provide a return on investment for the American taxpayer by securing the long-term viability of Chrysler brands in the marketplace, sustaining future product and technology development for our country and building renewed consumer confidence, while preserving American jobs.
FORBES: Magazine Article
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The inclination to use technology as a sustaining innovation has not just been true with computers.
FORBES: No Shock as Peru's One-to-One Laptops Miss Mark
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Done right, this generates the kind of self-sustaining market leadership that helped Japanese technology firms to terrify American rivals in the 1980s.
ECONOMIST: Canon
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While lunar daytime lasts around two weeks, and it may be possible to funnel this light into greenhouses, the current limits of solar storage technology are incapable of sustaining artificial light for the equally long lunar night, even with one of these guys helping out.
ENGADGET: Alt-week 9.8.12: Moon farming, self powered health monitors and bringing a 50,000 year-old girl to life