Kulkov, Ignat; Barner-Rasmussen, Wilhelm; … - In: Journal of Business & Industrial Marketing 36 (2020) 13, pp. 1-14
Purpose: This study aims to identify how the personal social capital of opinion leaders contributes to the market adoption of start-up innovations. Design/methodology/approach: A design-oriented case study is undertaken with a start-up company focusing on the development and commercialization...