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| Tekijä: | Hayward, G. Masterson, J. |
| Otsikko: | Innovation and the sales manager. |
| Lehti: | Management Decision
1987 : VOL. 25:4, p. 52-56 |
| Asiasana: | TECHNOLOGICAL INNOVATION BAKERY INDUSTRY SALES MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | The reception of capital equipment innovations by adopters and non-adopters provides "profiles" of the characteristics of innovations, which can highlight good selling features and identify markets. Some examples of diffusion studies are reviewed. Factors which influenced the choice of industry as well as the choice of the innovation are listed and analyzed. The methodology of the study is briefly described. The most important research findings are summarized. Several arguments are listed to show that a study of the diffusion curves and perceived characteristics of technological innovations can be a useful means of improving the rate of adoption within industries. |
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