search query: @author Echambadi, R. / total: 4
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| Author: | Kumar, V. Ganesh, J. Echambadi, R. |
| Title: | Cross National Diffusion Research: what we know and how certain are we |
| Journal: | Journal of Product Innovation Management
1998 : MAY, VOL. 15:3, p. 255-268 |
| Index terms: | RESEARCH INNOVATION MANAGEMENT |
| Language: | eng |
| Abstract: | To compete effectively in the global marketplace, marketing managers require insight into how a product gets adopted in different countries. For example, can international marketers identify specific cultural traits that may help them to forecast how quickly a new product will be adopted in a particular country or in a group of somehow related countries? Similarly, can they identify factors that suggest why the adoption process differs among countries? |
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