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| Tekijä: | Trondsen, T. J. |
| Otsikko: | Some characteristics of adopters of a major innovation in the computer field and its potential use in marketing (Neue Produkte) |
| Lehti: | Industrial Marketing Management
1996 : NOV, VOL. 25:6, p. 567-576 |
| Asiasana: | |
| Vapaa asiasana: | COMPUTERINDUSTRIE, MARKETINGSTRATEGIE, MARKTFORSCHUNG |
| Kieli: | eng |
| Tiivistelmä: | In the computer industry, innovations in hardware and software are continuously introduced, and a rapid, successful introduction in the market is essential to gain a foothold. The selection of the most likely buyers is therefore important to direct the marketing efforts optimally. An international and a regional field study were carried out to identify the profile of organizations and individuals most likely to adopt an innovation in the computer field. The suggested approach can be used in other industries in rapid change. |
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