Abstract:

In today's competitive environment technology plays an important role. Diffusion theory offers useful insights into how to manage and market products based on new technology most effectively. However, the current diffusion model leaves much unsaid with regards to the adoption and diffusion of innovations among organizations owing to the fact that relevant research findings have not been incorporated in the diffusion model. Integrates these findings into the diffusion model.

Keywords: Diffusion; Industrial marketing; Models; Technological innovation

Document Type: Research article

DOI: 10.1108/03090569310039705