Assessing Innovations from the Market Point of View

  title={Assessing Innovations from the Market Point of View},
  author={Hubert Gatignon and David Gotteland and Christophe Haon},
In the previous chapter, we discussed the nature of innovation and its characteristics from the technological point of view. Now we consider the perspective of the market, and especially how the innovation is perceived by its customers. Several theories that have been developed around the notion of the perceptions of an innovation by consumers can be useful to analyze innovations from the market point of view. These perceptions can then explain behavior, especially adoption. In particular… CONTINUE READING