9.1.2 Why optimise and control the acceptance of an innovative product or service

Marketing of innovation, in a continuously changing and dynamic business environment, aims to support the enterprise’s competitiveness and introduce an innovative product or service successfully.

Optimizing and controlling the acceptance of a new product is vital as buying behaviour and acceptance of a product or service determines the initial success or failure of those innovations and influences the rate of diffusion of those innovations.1


1 Alpert Frank, 1994, “Innovator buying behavior over time: The innovator buying circle and the cumulative effects of innovations”