Adoption of Innovations
Comparing the Imitation and the Threshold Models
David Zilberman author Amir Heiman author Bruce P McWilliams author
Format:Paperback
Publisher:now publishers Inc
Published:30th Jun '22
Currently unavailable, and unfortunately no date known when it will be back
Adoption of Innovations reviews the Bass model and its new generation extensions as well as the alternative approach – the threshold model, which analyzes an individual’s decision whether, and to what extent, to use a new technology given economic conditions. The authors show that the threshold model has a notable advantage in incorporating marketing tools that are targeted to and/or aim at reducing risk. This monograph describes the two models. It shows how they relate to each other, and then discusses how marketing tools, and in particular marketing tools that are designed to reduce risk, can be incorporated into each of the two models.
ISBN: 9781638280200
Dimensions: unknown
Weight: 110g
68 pages