9.1.6 Summary

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. It is a procedure that should penetrate all the innovation process. There are marketing activities to follow before and after product production. There are also many barriers to overpass and crucial tips to take into consideration.

Didactic Summary After reading this component you should have gained a broad view of the necessary and basic marketing concepts and activities, you will also have learned the steps to follow for maximizing the acceptance of an innovative product or service. You will be able to follow the implementation of the steps (if you have a marketing background or experience) or get expert’s advice and assistance. Finally, you will have understood the importance and necessity of marketing of innovation.