Diffusion is a prerequisite for successful new product introductions. The central theme of this paper is how firms can increase the likelihood of adoption of a new-to-the-world technology. We propose a set of strategy options and explore their effectiveness in influencing product availability, consumers' awareness, and willingness to pay. The contended contributions are to develop a propositional framework and enrich the literature on entry strategy options; to provide managerial suggestions for acting strategically in dynamically competitive industries; and to suggest an agenda for research on diffusion-inducing strategies
Technology Adoption: An Integrative Model of Strategic Factors Driving the Diffusion of Innovation
DURISIN, BORIS;
2006
Abstract
Diffusion is a prerequisite for successful new product introductions. The central theme of this paper is how firms can increase the likelihood of adoption of a new-to-the-world technology. We propose a set of strategy options and explore their effectiveness in influencing product availability, consumers' awareness, and willingness to pay. The contended contributions are to develop a propositional framework and enrich the literature on entry strategy options; to provide managerial suggestions for acting strategically in dynamically competitive industries; and to suggest an agenda for research on diffusion-inducing strategies
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