haku: @author Pohl, A. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Weiber, R. Pohl, A. |
| Otsikko: | Leapfrogging-Behavior - Ein adoptionstheoretischer Erklärungsansatz |
| Lehti: | Zeitschrift für Betriebswirtschaft
1996 : VOL. 66:10, p. 1203-1222 |
| Asiasana: | MARKETING TECHNOLOGY INNOVATION TECHNOLOGICAL FORECASTING CONSUMER BEHAVIOUR MARKET RESEARCH |
| Kieli: | ger |
| Tiivistelmä: | The article introduces an analysis of the leapfrogging phenomenon. Within the field of marketing the leapfrogging effect describes the intentional and voluntary postponement of the purchase decision to a future innovation. The adoption-theory provides a appropriate theoretical framework for the categorisation of the leapfrogging phenomenon, and further differentiation of possible results of the adoption-process is proposed. Referring to the markets of technology, where leapfrogging plays an important role, determinants of leapfrogging are presented. The derivation of indications for the formation of marketing activities under consideration of the leapfrogging behavior completes the article. |
SCIMA