Abstract
The adoption of innovations has traditionally been divided into introductory, growth, maturity, and decline phases, but research has treated the adoption mostly as a smooth process, leaving the transition from an introductory to a growth phase ambiguous. Identifying changes in adoption dynamics is of special interest to managerial decision-making, because such identification reflects a reorientation in basis of competition from technology to marketing, based on changes in the market segments adopting innovations. Only recently has this takeoff phenomenon attracted research, which, however, has not yet focused on critically evaluating identification methods. Using data about the adoption of innovations in 42 countries concerning three different innovations, we examine two identification methods for determining the takeoff point. We show that as a practical method expert evaluation is more reliable than the more rigorous discrimination analysis or non-experts’ evaluations. We also provide new avenues for further research.
Translated title of the contribution | Determining the takeoff point in adoption of innovations: a comparison of content and discrimination analysis |
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Original language | English |
Pages (from-to) | 65-80 |
Journal | International Journal of Technology Marketing |
Volume | 2 |
Issue number | 1 |
Publication status | Published - 2007 |
Publication type | A1 Journal article-refereed |
Publication forum classification
- No publication forum level