Normal view MARC view

An Integrated and cross-cultural study of diffusion theory

Author: Parker, Philip M. ; Sarvary, M.INSEAD Area: Marketing Series: Working Paper ; 94/70/MKT Publisher: Fontainebleau : INSEAD, 1994.Language: EnglishDescription: 30 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: Motivated by the comprehensive review in Gatignon and Robertson (1985), this paper simultaneously tests various prevaling consumer theorires of new product adoption. It puts special emphasis on the impact of culture on adoption, a topic that has been largely neglected in previous research. We study ten home-office and high-end consumer electronics innovations using a sample of some 900 individuals from over 30 countries. In addition to uncovering new aspects of consumer innovativeness, this paper represents a first attempt to gauge the relative importance of all relevant forces driving individual adoption timing for new products, as hypothesized in the extant literature
Tags: No tags from this library for this title. Add tag(s)
Log in to add tags.
Item type Current location Collection Call number Status Date due
INSEAD Working Paper Digital Library
PDF Available

Motivated by the comprehensive review in Gatignon and Robertson (1985), this paper simultaneously tests various prevaling consumer theorires of new product adoption. It puts special emphasis on the impact of culture on adoption, a topic that has been largely neglected in previous research. We study ten home-office and high-end consumer electronics innovations using a sample of some 900 individuals from over 30 countries. In addition to uncovering new aspects of consumer innovativeness, this paper represents a first attempt to gauge the relative importance of all relevant forces driving individual adoption timing for new products, as hypothesized in the extant literature

Digitized

There are no comments for this item.

Log in to your account to post a comment.
Koha 3.18 - INSEAD Library Catalogue
Library Home | Contact Us | What's Koha?