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Differences Between End User Innovators and Embedded User Innovators in Diffusion Channel Selection : The Moderating Role of Technological Advances

Yu, Xin - 2022

Purpose: In heterogeneously segmented markets, collaborating with product users in product innovation is important for business success. End user innovators and embedded user innovators differ in terms of their prior embeddedness in the target industry. The purpose of this study is twofold....

Persistent link: https://www.econbiz.de/10014079973