This paper investigates the Critical innovation characteristics that influence the acceptability of a new pharmaceutical product format as perceived by medical service providers. Professional service providers act as quot;surrogate adoptersquot; as they decide about the adoption of a product...

Summary This paper studies the practices of "service productization" by analyzing the discourse used by practitioners in small professional service firms. The study makes a contribution by describing practices that managers draw upon to cope with the abstract, elusive nature of the professional...