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

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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