This paper examines adoption of really‐new products (RNPs) from a consumer perspective. The unique characteristics of RNPs which differentiate them from other innovative products are examined in relation to the role which these characteristics play in creating barriers to adoption of RNPs....

The adoption process for new products varies from one individual to another according to socio‐economic and demographic characteristics. This article focuses on cultural values because an individual’s inclination to adopt a new product is also influenced by his system of values. The...

Dunkin’ Donuts is a global retailer of coffee and bakery products. The company is 99 per cent franchised and has used the franchising system as a route to market entry and expansion worldwide. The original historic roots of the company are in the USA and despite wide international expansion...

Describes an approach to competitive analysis that focuses on inter‐industry learning. Examines examples which show how the approach can provide insight into identifying new product opportunities, ways of repositioning existing products, and ways of adding value to existing products. Concludes...

Discusses the various strategies for mass merchandizing technologically complex products and services. Considers fear of technology, high‐tech aficionados, and lifestyle differences as factors in marketing high‐tech goods. Concludes that separate strategies for aficionados and...