Of the three ingredients required for a commercially successful innovation to occur
- the technological feasibility, the entrepreneur, and the customer need/want - the
most important is customer need. The notion of customer acceptance of a technological
innovation prior to its diffusion has largely been neglected in research on marketing.
However, marketing personnel and the entire business community need to understand
the reasons behind customer acceptance or rejection in order to become more efficient
in research and development and to contribute to the competitiveness and profitability
of the firm. Examines the determinants of diffusion; those factors which determine
whether or not an innovation is accepted, with special note of determinants of customer
acceptance of an innovation.