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The Relation Between Consumer Innovativeness And Innovation Success: The Case Of Iphone

In: Marketing And Management Sciences

Author

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  • FRANCESCA CABIDDU

    (Ricercatore di Economia e Gestione delle Impres, Università degli Studi di Cagliari, Facoltà di Economia, Viale S. Ignazio, 74 070/6753382, Italy)

  • MARIA CHIARA DI GUARDO

    (Ricercatore di Organizzazione Aziendale, Università degli Studi di Cagliari, Facoltà di Economia, Viale S. Ignazio, 74 070/6753360, Italy)

  • DANIELA PETTINAO

    (Ricercatore di Economia e Gestione delle Impres, Università degli Studi di Cagliari, Facoltà di Economi, Viale S. Ignazio, 74 070/675336, Italy)

Abstract

The topic of the successful diffusion of innovations introduced by firms has been extensively studied in the marketing literature, much research has sought to identify variables useful for segmenting consumer into innovators and later adopters. This research paper examines a new hypothesis of technological diffusion process among consumers. More specifically, building on the case of iPhone, a multimedia and Internet-enabled mobile phone recently launched by Apple, we consider three dimensions affecting the success of the innovation process: the consumers'characteristics, the innovation characteristics and the communication process.

Suggested Citation

  • Francesca Cabiddu & Maria Chiara Di Guardo & Daniela Pettinao, 2010. "The Relation Between Consumer Innovativeness And Innovation Success: The Case Of Iphone," World Scientific Book Chapters, in: Damianos P Sakas & Nikolaos Konstantopoulos (ed.), Marketing And Management Sciences, chapter 10, pages 50-57, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781848165106_0010
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    More about this item

    Keywords

    Management; Organizational Behavior; Marketing; Negotiation; Dynamic Models; International Business; Strategic Business; Human Resource;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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