search query: @author Srivastava, R. / total: 12
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| Author: | Kim, N. Srivastava, R. |
| Title: | Managing interorganizational diffusion of technological innovations |
| Journal: | Industrial Marketing Management
1998 : MAY, VOL. 27:3, p. 229-246 |
| Index terms: | TECHNOLOGY HYPERMARKETS ORGANIZATIONS |
| Language: | eng |
| Abstract: | Industrial market sales processes are often long and protracted. These processes typically involve a "trial" stage when several competing options may be tested. Then, a smaller set of products may be bought in greater quantities for use. Hence, the central marketing problems in industrial markets for technological products are related to obtaining "adoption" and, subsequently, to effecting diffusion of the new product or technology within the buying organization. |
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