Voraussetzungen und Auswirkung der Intensität von Marketingallianzen


Kuester, Sabine ; Konya-Baumbach, Elisa ; Rilling, Thomas


URL: https://www.bwl.uni-mannheim.de/media/Einrichtunge...
Document Type: Working paper
Year of publication: 2015
The title of a journal, publication series: IMU Research Insights
Volume: 033
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: German
Institution: Business School > ABWL, Marketing & Innovation (Kuester)
Außerfakultäre Einrichtungen > Institut für Marktorientierte Unternehmensführung (IMU)
Subject: 330 Economics
Abstract: Growing competitiveness among start-ups launching service innovations substantiates the necessity to adapt go-to-market strategies to consumers’ needs to increase the probability of permanent adoption. Since start-ups’ resources are often limited, they are required to understand why consumers adopt, respectively reject their innovation to best allocate their limited resources and design their go-to-market strategies accordingly. Based on Rogers’ (2003) innovation-decision process model, the present study provides answers to questions concerning the how and why of (non-)adoption. We conduct an in-depth case study on a start-up launching an innovative fitness service to provide an extensive overview of consumers’ adoption (rejection) decisions and the start-up’s go-to-market strategy for the service innovation. First, we provide evidence for the adequacy of Rogers’ (2003) innovation-decision process model for service innovations with some modifications, e.g., temporal delay of innovation attribute evaluations. Second, we illustrate what turns potential users into rejecters. Third, we provide interdependent insights between adoption/rejection decisions and a start-up’s go-to-market strategy. Eventually, we derive implications for start-ups to tackle key challenges in the launch of service innovations.

Dieser Eintrag ist Teil der Universitätsbibliographie.




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Kuester, Sabine ORCID: 0000-0003-0985-2288 ; Konya-Baumbach, Elisa ORCID: 0000-0002-7990-8542 ; Rilling, Thomas (2015) Voraussetzungen und Auswirkung der Intensität von Marketingallianzen. IMU Research Insights Mannheim 033 [Working paper]


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