Internal diffusion of high technology industrial innovations: an empirical study Available to Purchase

The marketing of high technology software and related services is a complex process involving many players at the buyer‐seller interface. This study details an empirical analysis of key managerial factors involved in the adoption and diffusion of the information engineering systems development methodology and software in 72 organizations throughout the USA and Canada. The data suggest that marketing managers must consider new inter‐organizational strategies to optimize an intangible technological product’s success.