Gaining momentum: managing the diffusion of innovations
Éditeur :
Imperial College Press
ISBN :
9781848163546
Date de publication :
4 août 2010
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Diffusion, or the widespread adoption of innovations, is a critical yet under-researched topic. This book adopts a multi-disciplinary and managerial process approach to understanding and promoting the adoption of innovations, based on the research and practice. It is of interest to graduates and researchers in marketing and innovation courses.