The launch of e-innovations : an analysis of go-to-market strategies and the consumer adoption decision-making process

Konya-Baumbach, Elisa

Document Type: Doctoral dissertation
Year of publication: 2016
Place of publication: Mannheim
University: Universität Mannheim
Evaluator: Kuester, Sabine
Date of oral examination: 10 March 2016
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Subject headings (SWD): Kommerzialisierung , Unternehmensgründung , Treuhandwesen
Keywords (English): Commercialization , Go-to-market strategy , E-innovations , Start-ups , Trust , Uncertainty , Adoption decisions , Feelings-as-information , Source credibility

Dieser Eintrag ist Teil der Universitätsbibliographie.

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