The challenge of technology transfer: Buying in without selling out.

Pennypacker (1986) wrote a think piece, not an experiment. The paper asks one question: why do great ABA tools stay stuck in small labs?

The author says behavior analysts must treat their science like a product. Enter the market, track sales, and adjust fast.

The field was losing. Without active marketing, bogus treatments beat out data-based ones.

Survival means selling results without selling values. Measure impact in dollars and lives, then publish the numbers.

Saunders et al. (2005) picks up the same baton and runs farther. They say, "Don't stop at the market—go public health."

Malott (2004) moves the game plan overseas. Plant funded pioneers in foreign universities and let local contingencies do the rest.

Whalon et al. (2019) adds guardrails. Sell, but do it ethically and with a clear dissemination plan.

Together these papers form a relay: sell (1986) → scale (2005) → globalize (2004) → ethics check (2019).

If you run an ABA clinic, you are already in the market. Track referral sources like data points. Post real outcome graphs on social media. Pitch to school districts with cost-per-problem-behavior-saved. Selling without selling out simply means letting your data do the talking.