Abstract
This study proposes a new approach with two-dimensional point of view to test predicting factors that are influencing European trader decisions for the adoption of innovative seafood products in the distributor channels. A combination of two main predicting factors for adoption is investigated in the “supply factors” (4Ps: product, promotion, place, and price) and the “five innovation demand factors” (5IDs: relative advantage, compatibility, complexity, trialability, and observability). The findings indicate that 4Ps and 5IDs have a significant effect as controlling variables in the decision-making process for innovation adoption. This fact shows a strategic function and illustrates that supply–demand factors have a pressure effect on the innovation adoption process in the market. The results are important both for satisfying consumer expectations and for industrial innovation strategies.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of International Food & Agribusiness Marketing
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
