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What is the theoretical construct of a new product success? New products that constitute radical innovations challenge existing cultural conventions, norms, and interests. Often, they are perceived as strange, incomprehensible and evoke doubts, opposition and controversy. For a radical new product to reach the mass market, it ought to become legitimate, that is, unquestioned and taken-for-granted. Market rebels - activists who challenge the status quo and champion a cause, play a crucial role.
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