2015 | OriginalPaper | Buchkapitel
The Influence of Values on New Product Adoption: A Cross-Cultural Study
verfasst von : Naoufel Daghfous, John V. Petrof, Frank Pons
Erschienen in: Proceedings of the 1998 Multicultural Marketing Conference
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An innovation can be defined as a creation by a business firm directed to a particular social system. Since its diffusion in the market largely depends on its adoption by consumers, one may also describe innovation not as an essentially technological phenomenon, but rather as an event of a psycho-social nature because those are the keys to its success or failure.