Govindarajan, M. with N. Ramaswamy, "Discontinuous Innovation Diffusion Analysis", 1990

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The market place derives its dynamism from the inherent willingness of a consuming population to innovate. Many technological firms have been exploiting the consumer markets with their technology based discontinuous innovations. Several companies have been marketing small computers that, in pricing and programming structure, are amenable to adoption by individual consumers. This study is an attempt to study the diffusion/adoption process of personal computers in the Indian context from both a behavioral theory and marketing strategy perspective.

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  • 1990
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