GAINING MOMENTUM (V15)

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Focusing on the critical yet often overlooked topic of innovation diffusion, this book addresses the gap between development and successful adoption. It emphasizes a multi-disciplinary and managerial approach, integrating the latest research to provide insights into why and how innovations are embraced. Aimed at graduates and researchers in marketing, product development, and innovation, it offers a comprehensive framework for understanding and promoting the adoption of new ideas, making it a valuable resource for those in the field.