Abstract
Technological innovations have a positive effect for consumers and companies as well. From a consumer’s perspective, the adoption of innovations confers functional and symbolic value (Castano et al. 2008). From a company’s perspective, a lot of companies owe their financial performance to the successful introduction of technological innovations (Cooper 1993).
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© 2015 Academy of Marketing Science
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Stock, R.M., Schultz, C.E. (2015). Want to Successfully Introduce Innovative Products? You Need to Know your Consumers First!. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_293
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DOI: https://doi.org/10.1007/978-3-319-10873-5_293
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