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The Interface of strategy and diffusion theory

Author: Gatignon, Hubert ; Kuester, S. ; Robertson, T. S.INSEAD Area: Marketing Series: Working Paper ; 98/87/MKT Publisher: Fontainebleau : INSEAD, 1998.Language: EnglishDescription: 29 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: Consumer and organizational behavior perspectives have dominated research on the diffusion of innovations in marketing, until recently. New research now fosuses on the strategic issues of the diffusion process and on their implications for innovation management. In this paper, our basic tenet is that strategy affects adoption behavior and, therefore, the diffusion of innovations. Therefore, we investigate the key strategic issues, which shoud be considered in the study of the diffusion of innovations and the implications for the marketing of the innovations.
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Consumer and organizational behavior perspectives have dominated research on the diffusion of innovations in marketing, until recently. New research now fosuses on the strategic issues of the diffusion process and on their implications for innovation management. In this paper, our basic tenet is that strategy affects adoption behavior and, therefore, the diffusion of innovations. Therefore, we investigate the key strategic issues, which shoud be considered in the study of the diffusion of innovations and the implications for the marketing of the innovations.

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