BARROT, CHRISTIAN; KUHLMANN, JAN; POPA, ANDREA - In: International Journal of Innovation and Technology … 10 (2013) 05, pp. 1340021-1
Adoption processes are often heavily influenced by interpersonal communication. Marketing managers are increasingly trying to use these relationships to foster the market penetration of their products. In an empirical study of the US market for an innovative medical device, we survey the social...