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Keywords: Technological innovations
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Journal Articles
European Journal of Innovation Management (2017) 20 (3): 392–405.
Published: 14 August 2017
...Timm F. Wagner; Christian V. Baccarella; Kai-Ingo Voigt Purpose Consumers’ perceptions of new technologies are vital for the adoption of innovations. However, due to the complexity of technological innovations and associated consumer concerns, marketing communications play a crucial role...
