Identifying innovative national markets for technical consumer goods

Michael Lynn (Cornell University, New York, USA)
Betsy D. Gelb (University of Houston, Houston, Texas, USA)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 December 1996

Abstract

Focuses on population characteristics that appear to make one nation more or less innovative for technical consumer products. Finds three predictors ‐ individualism, uncertainty avoidance and purchasing power ‐ to be related to national levels of new product ownership within Europe. Discusses the results, focusing on their implications for marketers seeking to export innovative technological consumer goods to Europe and elsewhere.

Keywords

Citation

Lynn, M. and Gelb, B. (1996), "Identifying innovative national markets for technical consumer goods", International Marketing Review, Vol. 13 No. 6, pp. 43-57. https://doi.org/10.1108/02651339610151917

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Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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