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| Author: | Harrer, B. J. Weijo, R. O. Hattrup, M. P. |
| Title: | The role of change agents in new product adoption: a case study. |
| Journal: | Industrial Marketing Management
1988 : MAY, VOL. 17:2, p. 95-102 |
| Index terms: | NEW PRODUCTS MARKETING STRATEGY MARKETING CHANNELS |
| Language: | eng |
| Abstract: | An approach is provided for developing appropriate communication strategies to enhance the adoption of new products. Research background of the topic is outlined, literature is reviewed. A simple model of the technology diffusion process is examined together with common communication tools applied. Hypotheses about the role of change agents are described. A case study is discussed about the adoption a new technology in the irrigated agriculture industry. Information variables are examined in detail. Communication channels are evaluated. Results are summarized in statistical tables. Implications for marketing strategy are summarized. |
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