Section outline
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In this section we present consumer perspective on diffusion, introducing some key concepts, such as innovation, diffusion and adoption. Various contexts in which innovation and diffusion take place will also be discussed. Consumer adoption behaviour and how adoptions lead to successful innovations from an organizational and societal perspective will be analyzed.
In this knowledge area, students will be able to present consumer perspective on diffusion, introducing some key concepts, such as innovation, diffusion and adoption. Various contexts in which innovation and diffusion take place will also be discussed. Students will be able to analyze consumer adoption behaviour and how adoptions lead to successful innovations from an organizational and societal perspective.