Beyond Customer-based Innovation Adoption : A Further Research on China Market

Shi, Li (2013) Beyond Customer-based Innovation Adoption : A Further Research on China Market. [Dissertation (University of Nottingham only)] (Unpublished)

[img] PDF - Registered users only - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (480kB)


Customer-based innovation adoption based on the customers’ perceptions from organization’s perspective is not as reliable as it is supposed to be. Innovation adoption process involves both organizations and customers. Organizational innovation adoption process is more complicated that companies need to look further into both internal and external factors that impact on the innovation adoption, therefore, build up the most appropriate marketing strategy to distribute their innovation. This is because customer-based innovation adoption cannot only be influenced by their own level of innovativeness, but also depends on the diffusion of innovation, which relies on the communication channels. Therefore, in this paper, a depth discussion will be related to organizational innovation adoption, the factors that influence on the process and innovative marketing strategies that help with SMEs about their innovation diffusion in FMCG industry in China.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 23 Apr 2013 07:58
Last Modified: 22 Oct 2016 13:49

Actions (Archive Staff Only)

Edit View Edit View