A Study of Perceived Innovation Characteristics Across Cultures and Stages of Diffusion

The intense competition for consumer spending and the significant costs, risks, and potential rewards associated with multinational product introductions make it imperative that every aspect of consumer reaction to new products be explored. This study investigates consumer perceptions of innovation...

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Veröffentlicht in:	Journal of marketing theory and practice 2011-01, Vol.19 (1), p.109-126
Hauptverfasser:	Flight, Richard L., Allaway, Arthur W., Kim, Wan-Min, D'Souza, Giles
Format:	Artikel
Sprache:	eng
Schlagworte:	Collectivism Competition Consumer electronics Consumer research Consumer spending Consumers Cost control Cultural differences Cultural studies Culture Free will Group pressure Individualism Influence Innovation adoption Innovation diffusion Innovations Korean culture Marketing Perceptions Product development Product innovation Research Note Social perception Studies Technological innovation
Online-Zugang:	Volltext
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