| Author: | Gatignon, H. Robertson, T. |
| Title: | The impact of risk and competition on choice of innovations |
| Journal: | Marketing Letters
1993 : JUL, VOL. 4:3, p. 191-204 |
| Index terms: | INNOVATION UNCERTAINTY COMPETITION |
| Language: | eng |
| Abstract: | This exploratory study examines the roles of uncertainty and attitude toward risk in the adoption process of innovations under different competitive conditions. Hypotheses are tested across simulated competitive environments, utilizing a fractional factorial experimental design. The results demonstrate that the roles of the perceived value of the innovation and the uncertainty depend on the competitive environment facing the manager. |
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