Courses
overcome adoption barriers and promote the diffusion of innovations. As an introduction, the central concepts, relevance, and tasks of innovation marketing are learned. On this basis, the barriers to successful [...] Organizational Change. John Wiley & Sons, Hoboken, NJ. Course Number 07-B37-4-13-19 Master Courses Barriers, Adoption and Diffusion of Innovation Learning goals The adoption and diffusion of innovations take [...] companies must be enabled not only to pursue market opportunities, but also to identify adoption barriers and overcome them with suitable countermeasures (e.g., marketing instruments). The seminar therefore