Although managing the adoption of innovations domestically can be frustrating, the complexity of the issue increases tremendously when companies take a global approach to marketing. Differences in cultural and religious values can have a great impact on the process of innovation adoption. This study investigates the role of these cultural and religious values, specifically, collectivism/individualism/, uncertainty avoidance and power distance. a conceptual model is presented to illustrate the relationship between cultural/religious values and adoption of innovation.
Hausman, A., & Kalliny, M. (2007). The Impact of Cultural and Religious Values on Adoption of Innovation. Academy of Marketing Studies Journal, 11(1), pp. 125-136. Allied Academies.
Business and Information Technology
Keywords and Phrases
Culture; Innovation; Marketing; Religion
Article - Journal
© 2007 Allied Academies, All rights reserved.
01 Jan 2007