Intra-Firm Adoption Decisions
AbstractThe subject of this paper is intra-firm adoption decisions, a relatively unexplored research area in the marketing literature. In particular, we investigate which factors influence the intra-firm adoption decisions regarding the common European currency of the treasury, purchasing and sales departments of European companies. Two sets of independent variables were hypothesized to influence the intra-firm adoption decisions, i.e. (1) variables known from the inter-firm diffusion literature, (2) variables specifically relevant for intra-firm analyses of innovation acceptance. The hypotheses are tested using data from treasury, purchasing and sales managers (441 respondents in total) from companies located in five different European countries. The results of logistic regression show that the proposed intra-firm variables are indeed important explanatory variables that should be included in intra-firm analyses. Moreover, for the inter-firm variables we found differences in the effects between departments, which demonstrates the very need for an intra-firm analysis.
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Bibliographic InfoPaper provided by Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. in its series Research Paper with number ERS-2001-21-MKT.
Date of creation: 05 Apr 2001
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innovation; European Monetary Union; business marketing; intra-firm adoption; European marketing;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2001-04-21 (All new papers)
- NEP-IFN-2001-04-21 (International Finance)
- NEP-TID-2001-04-21 (Technology & Industrial Dynamics)
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