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    Markterfolg Radikaler Innovationen: Determinanten des Akzeptanzverhaltens (Forum Produkt- und Produktionsmanagement) (German Edition)

     
    From Stefanie Regier
    Only 1 items left in stock
    Markterfolg Radikaler Innovationen: Determinanten des Akzeptanzverhaltens (Forum Produkt- und Produktionsmanagement) (German Edition)

    Description

    Stefanie Regier untersucht, welche Faktoren die Produktevaluation und die Akzeptanzentscheidung des Konsumenten bei radikalen Innovationen beeinflussen. Auf dieser Basis entwickelt sie ein Modell, um Hilfestellung bei der Markteinführung und -kommunikation zu leisten. Als wesentliche Determinanten der Einstellung zum Kauf identifiziert die Autorin Markenschemakongruenz, Produktschemakongruenz, produktbezogene Emotionen und Produktzielkongruenz.

    Product details

    EAN/ISBN:
    9783835007970
    Edition:
    2007
    Medium:
    Paperback
    Number of pages:
    320
    Publication date:
    2007-01-01
    Publisher:
    Deutscher Universitätsverlag
    Languages:
    german
    EAN/ISBN:
    9783835007970
    Edition:
    2007
    Medium:
    Paperback
    Number of pages:
    320
    Publication date:
    2007-01-01
    Publisher:
    Deutscher Universitätsverlag
    Languages:
    german

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