Managing intraorganizational diffusion of innovations impact of buying center dynamics and environments

Jae H. Pae, Nam Woon Kim, Jin K. Han, Leslie Yip

Research output: Journal article publicationJournal articleAcademic researchpeer-review

26 Citations (Scopus)

Abstract

Companies often introduce organizational innovations into their corporate environment with the aim of improving their operational efficiencies. While this practice has become a well-accepted percept among both practitioners and academics over the years for its intuitive appeal, there is an increasing evidence to suggest that companies often fail to fully capitalize on the adopted innovation throughout their organizations. To this end, this study sets out to identify the factors that play a tangible role in facilitating the intraorganizational diffusion of innovations. In this context, we not only examine the roles of buying center dynamics and environments in the intraorganizational diffusion process but also assess the impact on the innovation-adopting firm through the high level of intraorganizational diffusion.
Original languageEnglish
Pages (from-to)719-726
Number of pages8
JournalIndustrial Marketing Management
Volume31
Issue number8
DOIs
Publication statusPublished - 1 Nov 2002

Keywords

  • Buying centre
  • Innovations
  • Intraorganizational diffusion

ASJC Scopus subject areas

  • Marketing

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