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7th International Conference of Sociocybernetics "TECHNOLOGY AND SOCIAL COMPLEXITY" Abstract: Technology substitution process can be modeled for technology based limited market. New product usually get a competitive advantage by improving certain capabilities or performance in technical key factors. Then a gap is established. This gap can be expressed as a multiplying factor of technology. By knowing this factor and other key factors such as loyalty, return cycles and stock turnaround, market behavior can be modeled under a systemic approach, and decision making can be done. This modeling reduces uncertainty and allows a better understanding of complex processes such as technology substitution. Bibliography: FREEMAN Christopher "Technology, policy, and economic performance: Lessons from Japan", Printer Publishers, London, 1987. PORTER Michael, "Ventaja Competitiva", 2ª Ed., CECSA, Mexico, 2002. STERMAN, John, "Business Dynamics: System Thinking and Modeling for a Complex World", Irwin- Mc Graw Hill, EE.UU., 2000. * PhD Student at the UPC´s UNESCO Chair on Sustainability, National Autonomic University of Mexico (UNAM) teacher. ** UPC. Sustainability UNESCO Chair collaborator. Address: UNESCO Chair on Sustainability Office, Bui. TR1 UPC. C. Colom no.1, 08222 Terrassa, Spain.
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