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Innovation adoption and diffusion as a construct has been studied within various disciplines for several decades (for a review see e.g., Greenhalgh, Robert, MacFarlane, Bate & Kyriakidou 2004; Rogers 2003, 43 - 91). According to Everdingen and Wierenga (2002, 649), the theory was introduced into the marketing discipline in the 1960s (see e.g., Robertson 1967, Bass 1969), at a time when Organizational Buying Behavior (OBB) was arousing more and more interest among marketing scholars.
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