trial-and-error and learning by consuming. The key question that is addressed is: how do consumers deal with innovation? By … bringing together a number of threads within the innovation literature my claim is that consumers, akin to firms, follow …

attitudes towards innovation in the organization. …

trial-and-error and learning by consuming. The key question that is addressed is: how do consumers deal with innovation? By … bringing together a number of threads within the innovation literature my claim is that consumers, akin to firms, follow …