Purpose – This is a study that aims to explore a new conception of marketing management based on the analyses of the demand side in Japanese high‐tech industries. Currently, due to the rapid development of technologies, conventional marketing and management methodologies sometimes cannot...

Purpose – The paper aims to describe the application of direct selling, the process of selling a consumer product or service from one person to another, in an environment that is not a permanent retail location. Design/methodology/approach – The paper explores the application of direct...

Purpose – To investigate consumer innovativeness (CI) from a hierarchical perspective and examine the simultaneous impacts of hierarchical perspective of CI and perceived risk on new product adoption. Design/methodology/approach – An extended innovativeness and perceived risk model was...