Internal diffusion of high technology industrial innovations: an empirical study
Abstract
The marketing of high technology software and related services is a complex process involving many players at the buyer‐seller interface. This study details an empirical analysis of key managerial factors involved in the adoption and diffusion of the information engineering systems development methodology and software in 72 organizations throughout the USA and Canada. The data suggest that marketing managers must consider new inter‐organizational strategies to optimize an intangible technological product’s success.
Keywords
Citation
Higgins, S.H. and Hogan, P.T. (1999), "Internal diffusion of high technology industrial innovations: an empirical study", Journal of Business & Industrial Marketing, Vol. 14 No. 1, pp. 61-75. https://doi.org/10.1108/08858629910254157
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited