Identifying innovative national markets for technical consumer goods
Michael Lynn
(Cornell University, New York, USA)
Betsy D. Gelb
(University of Houston, Houston, Texas, USA)
1711
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.D. (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
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited