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Keywords: Innovation adoption
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Journal Articles
International Journal of Innovation Science (2025)
Published: 17 February 2025
...Anshu Sharma; Aradhana Vikas Gandhi Purpose Despite a sizeable body of innovation adoption scholarship, innovation failure rates are estimated to be in the range of 40% to 80%. This study aims to better explain the complex consumer decision-making journey by leveraging behavioral reasoning theory...
Journal Articles
International Journal of Innovation Science (2024) 16 (3): 482–500.
Published: 29 March 2023
... This study based on grounded theory keeps the user at the centre and explains the innovation adoption phenomenon for a wide variety of 50+ ITPS in the context of an emerging economy. The degree of newness of the innovation (Heidenreich et al., 2016) and the consumer’s attitudes and beliefs driven...

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