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Developing a new technology requires decision-makers to understand the technology's implications on an organization's objectives, which depend on user needs targeted by the technology. If these needs are common between two organizations, collaboration could result in more efficient technology development. For hybrid truck design, both commercial manufacturers and the military have similar performance needs. As the new technology penetrates the truck market, the commercial enterprise must quantify how the hybrid's superior fuel efficiency will impact consumer purchasing and, thus, future enterprise profits. The Army is also interested in hybrid technology as it continues its transformation to a more fuel-efficient force. Despite having different objectives, maximizing profit and battlefield performance, respectively, the commercial enterprise and Army can take advantage of their mutual needs.