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Brand Names, Adoption and Diffusion. An Exploratory Study of the Impact of Brand Names on Innovations in the Baby Care Industry

Автор:   Alice W.
мягкая обложка
80 страниц
2011 год
Издательство:   Книга по Требованию
1875 руб
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Описание:The customers in the baby care industry are emotion laden and appreciate a feeling of trust to a new product and / or a new brand starting with the brand name. It finds that, in the baby care industry, differentiation is not the appropriate branding strategy for radical innovations, which is counterintuitive to the dominating logic on branding innovations. The current study explores the baby care industry in light of adoption and diffusion of two different types of innovation and how this can be affected by branding strategies and brand names. Brand names have inherent meanings because they are able to evoke associations upon hearing without any product attached to it. Next, it casts doubts to whether it is social pressures according to Bass or the product' s superior performance that accelerates the diffusion, which is enhanced further by an appropriate brand name. Thus, this study adds to branding innovations, naming brands, and adoption and diffusion literature, being the first to combine these concepts in the context of the baby care industry. Thereby, it contributes new insights, that are valuable to marketers as well, and opens arrays for future research.

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Future Shock

At Harvard, the Program on Technology and Society has undertaken work relevant to this field. At Cornell and at the Institute for the Study of Science in Human Affairs at Columbia, an attempt is being made to build a model of the relationship between technology and values, and to design a game useful in analyzing the impact of one on the other. All these initiatives, while still extremely primitive, give promise of helping us assess new technology more sensitively than ever before. Fourth and finally, we must pose a question that until now has almost never been investigated, and which is, nevertheless, absolutely crucial if we are to prevent widespread future shock. For each major technological innovation we must ask: What are its accelerative implications? The problems of adaptation already far transcend the difficulties of coping with this or that invention or technique. Our problem is no longer the innovation, but the chain of innovations, not the supersonic transport, or the breeder reactor, or the ground effect machine, but entire inter-linked sequences of such innovations and the novelty they send flooding into the society ...»

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The Decision Making Processes of Semi-commercial Farmers. A Case Study of Technology Adoption in Indonesia
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          2413 руб             2009 год          132 стр.          мягкая обложка

Demand for Innovations. Theory Advances and Applications to the Adoption of Genetically Modified Crops
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Cooking with the sun. An analysis of Solar Cooking in Tanzania, its adoption and impact on development
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Adoption: A different road to mothering. Adoptive mothers experiences at significant points across the adoption life cycle
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Technology Adoption. Voices of Teaching Academics, Educational Designers and Students
Of the two smaller studies, one analyses the readiness of learners to use web-based technologies for learning, and the other examines the expansion of educational designers' roles due to technology adoption. The three studies in the dissertation found that the institution, its people, structures and processes must all adapt, evolve and grow in order to provide effective, engaging, student-centred web-based learning environments. Students in turn must be enabled to manage their study, make use of the technologies and maximise their learning experience. Contextual factors such as power and politics of the institution, organisational infrastructures and policy frameworks were also found to shape adoption. The main study explores technology adoption by teaching academics and found a range of facilitating and impeding factors that influence adoption. This dissertation presents three studies conducted at Monash University, Australia using qualitative case study methods to investigate technology adoption from three perspectives – teaching academics, educational designers and students.
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The Communicative System of Customer, Product, Provider, Brand, Market Wu Xing Marketing.
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          2413 руб             2008 год          152 стр.          мягкая обложка

Adoption of System Goods. A Monte-Carlo Analysis
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          2413 руб             2008 год          88 стр.          мягкая обложка

Propagation in Spatially Extended Reaction Diffusion Systems Potassium Waves and Neural Excitation.
Instead, the local dynamics of the excitable system at a point in space are analyzed.
          2005 руб             2008 год          120 стр.          мягкая обложка


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