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Keywords: Really new product
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Journal Articles
When is the atypical design not penalized? Moderating role of product innovativeness and technological sophistication in consumer’s evaluation of new products
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Journal:
American Journal of Business
American Journal of Business (2019) 34 (3-4): 169–188.
Published: 24 October 2019
.... Managerially, this paper demonstrates that innovating firms can influence the perceived value of new products using form and functionality, and marketing managers who launch really new products have strategic freedom of choosing own product design. The form of a product represents several elements selected...
