THE RELATION BETWEEN CONSUMER INNOVATIVENESS AND INNOVATION SUCCESS: THE CASE OF IPHONE

Francesca Cabiddu, Maria Chiara Di Guardo and Daniela Pettinao
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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

Chapter 10 in Marketing and Management Sciences, 2010, pp 50-57 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe 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.

Keywords: Management, Organizational Behavior, Marketing; Negotiation, Dynamic Models, International Business, Strategic Business, Human Resource, (search for similar items in EconPapers)
JEL-codes: O30 (search for similar items in EconPapers)
Date: 2010
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