Hayward, G.; Allen, D.H.; Masterson, J. - In: European Journal of Marketing 11 (1977) 4, pp. 299-311
Bases itself on the premise that the categorisation of people who may adopt innovations is not the sole answer to the length of time taken for diffusion of innovations, but that a major factor is the characteristic of the innovations as perceived by adopters or non‐adopters. Says that...