Abstract
The marketing of new industrial products can have a heavy impact on the effectiveness of customer service. The new product buying decision is always accompanied by perceived risk on the part of the buyer. Therefore, it is important for the industrial marketer of a new product to be able to empathize with this perceived risk, in order to help the buyer minimize it before the fact. This article explores industrial buying and new product adoption decision processes, and the role of perceived risk in these processes.
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