3D printing technology has indeed evolved over the past 30 years, but this alone does not explain the recent uptick in adoption. Other factors, including public awareness and organizational readiness are also at play. This article explores the drivers of 3D printing's adoption in an industrial context and offers suggestions for managers seeking to leverage the technology's capabilities. 
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40% of the respondents were unfamiliar with the technology ‘beyond press coverage,’ and an additional 12% of respondents indicated that AM ‘might be relevant but [they] needed to learn more about the technology.’ In essence, more than half of the market has yet to grasp AM’s applications.