HOW THE DIFFUSION OF INDUSTRIAL INNOVATIONS IS DIFFERENT FROM NEW RETAIL PRODUCTS

The primary purpose of this article is to call attention to the importance and usefulness of the process of diffusion of innovations in the industrial products and services markets and to underline the considerable differences that exist with respect to the process of innovation and the diffusion of innovation between industrial and consumer markets. It is our hope that increased awareness and understanding of industrial markets will create a more balanced coverage of the diffusion of innovation in the marketing literature and call attention to the similarities and differences in the diffusion of innovation in industrial and consumer markets. © 1990.