ENHANCING TRUST OR REDUCING PERCEIVED RISK, WHAT MATTERS MORE WHEN LAUNCHING A NEW PRODUCT?

Article OPEN
ANN-MARIE NIENABER; GERHARD SCHEWE;
(2014)
  • Journal: International Journal of Innovation Management,volume 18,issue 1,pages1,450,005-1
  • Subject: Relationship commitment, launching new products, trust, contact intensity, perceived risk reduction

Using a collection of data among 490 participants from different companies in the field of medical engineering market, we contribute to the role of contact intensity by a business partner when launching new products by introducing trust as a mediator to the concept of p... View more
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