Proposition 1. Value drives consumer action. Consumers adopt new technology when they see value.
Figure 1: What is consumer value? This thesis opens the black box of consumer value.
Sunday, October 16, 2011
Where does value fit in innovation?
Figure 1 shows the black box of value in the context of innovation theory. Value sits between the innovators creation of an innovation, and the process of diffusion of innovation. I argue consumer value acts as a hurdle to diffusion (see Section 6.3, Proposition 1).
Proposition 1. Value drives consumer action. Consumers adopt new technology when they see value.
Figure 1: What is consumer value? This thesis opens the black box of consumer value.
Proposition 1. Value drives consumer action. Consumers adopt new technology when they see value.
Figure 1: What is consumer value? This thesis opens the black box of consumer value.
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