Intellectual capital has for the past decades been evidenced as an important source of competitive advantages and differentiation at the firm level. At the same time, innovation has become a critical factor for companies to ensure their sustainability and even their survival in a globalized...

In this global world, diffusion & adoption of new product innovation have become intricate and involves multifaceted process, as consumers demand a broad range of choices. So, this has generated enthusiasm among researchers and business practitioners while studying and implementing diffusion &...