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Practical sheet | REF: FIC0221 V1

Understanding consumer influence on the adoption process

Author: Jean-Pierre MATHIEU

Publication date: May 10, 2014 | Lire en français

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5. Mistakes to avoid

  • Underestimating consumer and opinion leader awareness of innovation.

  • Neglecting the major role played by innovative consumers in the innovation adoption process.

  • Do not facilitate the desire for imitation by follower consumers.

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