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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
Цена:
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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2990 руб
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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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Рулетка с держателем для бэйджа (горизонтальный). Рулетка вытягивается на 80 см. Крепится при помощи металлического клипа на поясе или к
371 руб
Раздел: Бейджи, держатели, этикетки
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1076 руб
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Propagation in Spatially Extended Reaction Diffusion Systems Potassium Waves and Neural Excitation.
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