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Markterfolg Radikaler Innovationen

Markterfolg Radikaler Innovationen

Stefanie Regier

90,95 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2007
Materia
Ventas y marketing
ISBN:
9783835007970
90,95 €
IVA incluido
Disponible

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Sobre IBD

Stefanie Regier untersucht, welche Faktoren die Produktevaluation und die Akzeptanzentscheidung des Konsumenten bei radikalen Innovationen beeinflussen. Auf dieser Basis entwickelt sie ein Modell, um Hilfestellung bei der Markteinführung und -kommunikation zu leisten. Als wesentliche Determinanten der Einstellung zum Kauf identifiziert die Autorin Markenschemakongruenz, Produktschemakongruenz, produktbezogene Emotionen und Produktzielkongruenz.

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