Few companies seem to expect any important business opportunites to arise from industrial product ideas not generated by themselves or in the market place where they operate. At least they are not organized for receiving and evaluating incoming product proposals which were not asked for. Any inventor or researcher trying to implant new product ideas in operating companies will therefore be involved in tedious discussions. Solid arguments of good business opportunities were found necessary but insufficient for achieving a high rate of adoption. These are some important results of an action research program carried out in Sweden.