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Measuring innovativeness for the adoption of industrial products |
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| Authors: | David R Fell |
| Institution: | a Forintek Canada Corp., 2665 East Mall, Vancouver, British Columbia, Canada V6T 1W5 b Department of Wood Science and Engineering, Oregon State University, Corvallis, OR, USA c College of Business, Oregon State University, Corvallis, OR, USA |
| Abstract: | This study evaluates two traditional methods of segmenting industrial markets based on firm innovativeness. There are two distinct innovativeness measures used in the literature. The first innovativeness measure is based on the time of adoption of a single product. Segmenting an industrial market based in this measure was found to be predictive of a firm's relative time of adoption of related products. The second innovativeness measure is based on the usage of multiple products at a single point in time. Segmentation based on this measure captured the degree of adoption or usage of a new product. However, neither of these measures captured both the time of adoption and the degree of adoption constructs of innovativeness. Therefore, a third innovativeness measure is proposed here which is a hybrid of the two traditional measures. This composite measure captured both innovativeness constructs. |
| Keywords: | Adoption Diffusion Innovation |
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