search query: @author Olshawsky, R. W. / total: 1
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| Author: | Olshawsky, R. W. Spreng, R. A. |
| Title: | An exploratory study of the innovation evaluation process |
| Journal: | Journal of Product Innovation Management
1996 : NOV, VOL. 13:6, p. 512-529 |
| Index terms: | INNOVATION EVALUATION PRODUCTION MANAGEMENT CONSUMER EXPECTATIONS |
| Language: | eng |
| Abstract: | Product managers typically focus on trying to identify the most effective organizational processes, strategies and structures, in their search for the keys to successful product innovation. No or little effort is directed toward understanding the process consumers use for evaluating an innovation. Using this process, a firm can present an innovative product in a more effective manner and increase the likelihood that consumers will respond positively to the innovation. This paper describes the results of an experiment in which subjects were asked to evaluate several innovative concepts. From these observations a model of the detailed information-processing steps these consumers employed in order to evaluate the new products,is developed. |
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