GREITM researchers present a conference paper at ISPIM

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Today we share the latest conference paper that our GREITM researchers presented at ISPIM

The paper title is When do early adopters share or scare? A conceptual model” and its authors are Carla Riverola, Roland Ortt, Francesc Miralles and Ozgur Dedehayir.

Abstract: An important mechanism of diffusion of an innovation (new product or process), is the communication about that innovation by earlier adopters to subsequent groups of customers. In some cases, these earlier adopters are opinion leaders in their respective population and hence share the idea of the innovation and thereby stimulate other potential customers to adopt it. Conversely, these earlier adopters sometimes scare away subsequent groups of customers. The article explores how innovators and early adopters can scare away subsequent customers. To explore the phenomenon of “share or scare” we based our theoretical perspective in two subdomains of sociology: diffusion of innovations and communication research. We analysed three cases illustrating “share or scare”, and by following an iterative process between the literature and the ideas emerging from the cases we proposed a conceptual model with the intervening elements governing this phenomenon. Our model forms a basis for further, more empirically-based, research.

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