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The Impact of Radical Innovation on Consumer Behaviour


Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description

In most industries, innovation is the most essential driver of competitive advantage. Particular to Radical Innovation, it underlies the firm''s success in an attempt to be different and innovative leader. Undoubtedly, it requires hard-working and tough decision to launch such breakthrough and manage consumer''s uncertainty. Sometimes a very new to the world product introduces behaviour change and this is rather complicate to the unknown and unfamiliarity. However, one that can successfully motivate consumer to embrace it will potentially win the battle. This book, therefore, provides a qualitative analysis based on interviews, observations, and written documents to investigate how a radical innovation is adopted and analyze an impact it has on consumer behaviour to understand the key influential driver of success through a case study of iPhone. The analysis are especially beneficial for entrepreneurs, professionals in engineering, business and marketing fields, or anyone else who may be considering launching a new radical product by mastering an uncertainty and innovation adoption and diffusion with product characteristics and marketing communications strategies.

Product Specifications
SKU :COC27696
AuthorAntika Ungsusing and Phromporn Pinyotrakool
Number of Pages136
Publishing Year8/23/2010
Edition1 st
Book TypeEconomics
Country of Manufacture
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-29 00:00:00
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