Are Innovators Influenced by Endorser Expertise in an Advertisement When Evaluating a High Technology Product?

2005 ◽  
Vol 13 (3) ◽  
pp. 32-48 ◽  
Author(s):  
Barbara A. Lafferty ◽  
Ronald E. Goldsmith ◽  
Leisa R. Flynn
2019 ◽  
Vol 9 (1) ◽  
pp. 38-42 ◽  
Author(s):  
Varadharajan Sridhar

There has been a constant debate over the last decade as to whether the Indian information technology sector should continue to be driven by services revenue or should the firms actively pursue in building high-technology products. Dr Prashant Joshi, former lead researcher at AT&T Research and IBM Thomas J. Watson Research Centre, New York, while returning to India in 2002, conceptualized that someday, the world would witness massive deployment of WiFi networks and that these networks require active 24 × 7 management. He incubated his start-up in Bangalore, India, with a vision to build a WiFi secure management product suite for global markets. The case outlines the evolution of Intelli-Fi networks from a humble beginning to a strong network management firm with installed base all around the world. The case highlights the technical and managerial challenges of the firm and its entrepreneur founder in building a world class product.


2009 ◽  
Vol 27 (2) ◽  
pp. 191-215 ◽  
Author(s):  
Susanna Winter ◽  
Sanna Sundqvist

2009 ◽  
Vol 8 (2) ◽  
Author(s):  
Jony Oktavian Haryanto ◽  
Jeane Polluan

Product innovation is an important element in consumer buying decision for high technology product including mobile phone. Therefore, it is quite important to know the role of product innovation in consumer buying decision. The purpose of this research is to identify the effect of product innovation, forthcoming innovation, and preference to delay present purchase on consumer buying decision. This research found that preference to delay purchase influence consumer buying decision positively. However, product innovation does not influence consumer buying decision significantly. Moreover, product innovation influences the forthcoming innovation positively as well as affects consumer preference to delay purchase. On the other hand, the forthcoming innovation influences consumer buying decision negatively.


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