Given the risk/reward tradeoff inherent in disruptive technology adoption, this Executive Update aims to identify the motives, pressures, and efforts that influence continued adoption intention and usage of a disruptive technology after the initial adoption stage.
Executive Update
Disruptive Technology: What Drives Post-Adoption Usage?
By Michael Obal
Posted July 2, 2018 | Leadership | Technology |
About The Author
Michael Obal is Assistant Professor of Marketing in the Manning School of Business at the University of Massachusetts, Lowell; Chair of the Undergraduate Program Committee for the Manning School; and a former e-board member at M2D2. Dr. Obal’s research focuses on technology marketing, new products and innovation, e-commerce, and the business-to-business market segment. He has been published in Journal of Product Innovation Management, Research… Read More
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