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| Author: | Bamossy, G.J. Everdingen, Y.M. van |
| Title: | Marketing of a financial innovation: commercial use of the Euro by the European companies prior to mandatory adoption |
| Journal: | Journal of Business Research
2000 : MAY, VOL. 48:2, p. 123-133 |
| Index terms: | Euro Financial innovation Marketing |
| Language: | eng |
| Abstract: | In this study a conceptual adoption model indentifying the various sets of factors that influence the adoption of the Euro in European companies for commercial purposes is developed and tested. |
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