publication . Article . 2014

The Effect of Alliance Image on the Relationship between Consumer Innovativeness and New Product Adoption

Jerome Christia;
Open Access English
  • Published: 01 Apr 2014 Journal: International Journal of Business and Social Research (issn: 2164-2540, eissn: 2164-2559, Copyright policy)
  • Publisher: MIR Center for Socio-Economic Research
The adopter classification system suggests that an innovating firm should research the characteristics and behaviors that are specific to consumer innovators and direct communications specifically to them (Kotler 1994). Increasingly, in the face of stiff competition, many companies are strategically forming alliances to create new products to appeal to innovators and non-innovators. An alliance is a cooperative form of organizational structure that centers on core competencies. This creates very important theoretical issues and managerial concerns regarding new product development. These issues affect marketing management, strategies and planning, decision-makin...
free text keywords: Consumer Innovativeness, Alliance Image, New Product Adoption, Business, HF5001-6182
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