Executive Update

Disruptive Technology: What Drives Post-Adoption Usage?

Posted July 2, 2018 | Leadership | Technology |

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. 

About The Author
Michael Obal
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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