...Sladjana Nørskov; Polymeros Chrysochou; Marina Milenkova Purpose – This paper aims to examine the impact of product innovation attributes (complexity, relative advantage, compatibility, trialability and observability) on brand equity, and whether these attributes exert a different effect on low...

... Jacquelyn Ottman Sustainable products Product innovation Supply chain strategies “Green is now mainstream”. This statement recurs very often along these pages, and in opening this book for the first time for an overview, one would be impressed by the quantity and quality of data used to justify...

... Product innovation Design and development Experimental design Verganti's opening quote from the Chairman of Artemide, a company apparently immersed in the design‐driven innovation process, synthesizes the main idea of the book nicely. “Market? What market? We do not look at market needs. We make...

...Dennis Pitta; Sofie Van den waeyenberg; Luc Hens Purpose The purpose of this study is to examine which changes companies need to implement in their transactional marketing strategy to sell to the poor when launching a product innovation in low‐income countries. Design/methodology/approach...

... behaviour Consumer marketing Marketing research Product differentiation Product innovation Product strategy Really new products tend to come from engineers and scientists. Engineers and scientists study current products, and adapt new technologies to make these products easier to use, faster...

... and socio‐economic characteristics of the individuals who make up each adopter category are used in order to differentiate their behaviour. © MCB UP Limited 1998 Consumer behaviour Consumer goods Diffusion Innovation Product innovation Spain The diffusion of innovations is a topic...