Wang, Qing (2010) Understanding consumer responses to innovations. In: Gaining momentum: managing the diffusion of innovations. Technology Management , Vol.15 (Chapter 6). Imperial College Press, London, UK, pp. 195-214. ISBN 978-1-84816-354-6

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Abstract

Diffusion, or the widespread adoption of innovations, is a critical yet under-researched topic. There is a wide gap between development and successful adoption of an innovation. Therefore, a better understanding of why and how an innovation is adopted can help develop realistic management and business plans. Most books on this topic use a single-discipline approach to explain the diffusion of innovations. This book adopts a multi-disciplinary and managerial process approach to understanding and promoting the adoption of innovations, based on the latest research and practice. It will be of interest to graduates and researchers in marketing, product development and innovation courses.

Item Type:	Book Item
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Series Name:	Technology Management
Publisher:	Imperial College Press
Place of Publication:	London, UK
ISBN:	978-1-84816-354-6
Book Title:	Gaining momentum: managing the diffusion of innovations
Editor:	Tidd, J.
Date:	2010
Volume:	Vol.15
Number:	Chapter 6
Number of Pages:	20
Page Range:	pp. 195-214
Status:	Not Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
URI:	http://wrap.warwick.ac.uk/id/eprint/44308

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