Abstract
Very often companies consider introducing a new product to different countries and the first step of their market analysis should be evaluating the innovativeness of the Country as a whole rather than spending money and time on studying separate individuals. In other words, their first concern is establishing the extent of national innovativeness. This paper identifies relevant factors affecting national innovativeness and attempts to solve the contradicting results concerning the role of culture. Using factor analysis we identify two socio-economic factors and use them along with cultural distance as predictors of national innovativeness. Once we establish their significance we use Country scores to classify countries into adopting categories.
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© 2015 Academy of Marketing Science
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Budeva, D. (2015). National Innovativeness: The Effect of the Environment on Product Adoption. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_98
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DOI: https://doi.org/10.1007/978-3-319-10963-3_98
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10962-6
Online ISBN: 978-3-319-10963-3
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