An integrated model of organizational adoption and diffusion of innovations

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

In today's competitive environment technology plays an important role. Diffusion theory offers useful insights into how to manage and market products based on new technology most effectively. However, the current diffusion model leaves much unsaid with regards to the adoption and diffusion of innovations among organizations owing to the fact that relevant research findings have not been incorporated in the diffusion model. This paper integrates these findings into the diffusion model.
Original languageEnglish
Pages (from-to)22-41
JournalEuropean Journal of Marketing
Volume27
Issue number5
DOIs
Publication statusPublished - 1993

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