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Customer Adoption of Industrial Innovations: The Role of Salespeople’s Adoption, Number of Competing Products, and Degree of Innovation

DOI to cite this document:
Endres, Herbert
Date of publication of this fulltext: 27 Jun 2018 12:28


Selling new products is a major success factor, particularly in today’s fast changing environment. Surprisingly, existing insights on the role of the sales force adoption as a key antecedent of customer’s innovation adoption consistently focus on the salespeople’s perspective. This study, however, examines the effect of the sales force adoption on the customer’s innovation adoption, by looking at ...


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