Going "downstream", from the technology to the sale of goods, market signals enter the picture at opposite stages. First, market signals can act ex ante in the competition among different paradigms: if more paradigms are available, firms would select one or the other according to their expected profitability.
Going "downstream", from technology to product sales, market cues become involved at various points. Initially, these market cues can operate ex ante in the competition between different paradigms: if multiple paradigms are available, firms would choose one or the other based on their anticipated profitability.