Detail An examination of high-technology new product diffusion among organizations Bibliografi Author: McDade, Sean R. ; Oliva, Terence A. (Advisor) Topik: BUSINESS ADMINISTRATION; MARKETING Bahasa: (EN )    ISBN: 0-591-14127-2     Penerbit: TEMPLE UNIVERSITY     Tahun Terbit: 1996     Jenis: Theses - Dissertation Fulltext: 9706989.pdf (0.0B; 1 download) Abstract The purpose of this dissertation is to examine the diffusion of high-technology product innovations among a population of organizational adopters. To accomplish this objective, three empirical studies are conducted that explore several gaps in the marketing diffusion literature. These studies are tied together by a conceptual framework that synthesizes the current diffusion literature in the context of organizational adoption of new high-technology products. The impact or 'radicalness' of high-technology innovations is also considered as a key mediating variable in explaining organizational diffusion. Innovation impact is viewed as a multi-item construct which naturally forms an impact continuum anchored by incremental and radical extremes, but also is separated into three distinct impact categories through a cluster analysis. Taken together, the studies in this work consider the diffusion of 50 high-technology product innovations across a panel of 1000 end-user organizational adopters over a nine-year period (1987-1995). The primary contribution of this dissertation is that it begins to examine several complex issues that surround the diffusion of high-technology product innovations in organizational markets. The findings of this dissertation indicate that new high-technology products display different diffusion patterns than the types of products traditionally considered in the literature--consumer durable goods. Specifically, the results from study one suggest that simple forecasting models are more accurate than macro-level diffusion models in predicting organizational adoption of high-technology product innovations but that S-shaped diffusion models (e.g., the Bass Model) are the best choice for radical innovations, while the external influence model is most accurate for incremental innovations. Study two's results suggest that organizational preferences are a more powerful predictor of adoption than firm size, but that preferences and impact have a negative relationship. This implies that firms actually prefer radical high-tech innovations, but tend to adopt incremental innovations. The results from the third study describe both gradual and sudden shifts in market adoption when high-technology product standards compete. A cusp catastrophe model describes bandwagoning of adopting firms, but only after a threshold of adoption benefits are passed. This suggests that technology lock-in creates a lag in the diffusion process when high-tech standards compete. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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