A re‐evaluation of the product innovation‐decision process: the implications for product management
Abstract
Most existing product innovation‐decision models view decision making from a very cognitive perspective in that they presume that decision to adopt a new product is preceded by steps that parallel product information procurement and evaluation. Argues that such an approach is unnecessarily limiting given that a substantial proportion of individuals do not base their decisions on attribute processing, even for relatively complex products. Critically evaluates two of the most widely cited adoption models and based on this analysis proposes a more holistic model that incorporates real world decision factors, and presents its managerial implications.
Keywords
Citation
Parthasarathy, M., Rittenburg, T.L. and Dwayne Ball, A. (1995), "A re‐evaluation of the product innovation‐decision process: the implications for product management", Journal of Product & Brand Management, Vol. 4 No. 4, pp. 35-47. https://doi.org/10.1108/10610429510097681
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited