Which ethnic groups to contact first? Impacts of decision makers’ cultural backgrounds on innovation adoption in B2B settings

This work adds to the stream of research on the influence of national culture on innovation adoption behavior. Rather than studying the national cultures of people residing in different countries, it examines the impact of the ethnic backgrounds of various decision makers residing in the same country. Unlike other studies, it focuses on both the decision to adopt new products and the timing of adoption. The authors analyze actual purchase behavior in a business-to-business setting with regard to incremental product innovations in the United States. Within organizations, decision makers’ cultural backgrounds affect both their decisions to adopt and the timing of adoption. Companies thus should account for the ethnicities of firms’ decision makers when developing product launch marketing strategies.

Jaar van publicatie:2021