Successful applications of microwave heating technology result from much more than successful engineering and pilot demonstration. Of utmost importance is translating this information into meaningful customer satisfaction through business concepts intrinsic to the industry being served. Microwave heating companies and laboratories are poorly positioned to commercialize new applications. They do not have the depth of experience in each of the industries which they serve. Success comes only from in-depth knowledge of real customer needs.

Microwave vulcanization of rubber is one of the very successful applications. This paper uses the Rubber Industry as an example of the type of thinking necessary to develop a “customer” focus as opposed to a “microwave” focus.