Abstract
This exploratory study examines the roles of uncertainty and attitude toward risk in the adoption process of innovations under different competitive conditions. Hypotheses are tested across simulated competitive environments, utilizing a fractional factorial experimental design. The results demonstrate that the roles of the perceived value of the innovation and of uncertainty depend on the competitive environment facing the manager.
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The assistance of Kristiaan Helsen and Douglas Bowman in data analysis is deeply appreciated, as well as the comments of Peter Fader and Robert Meyer.
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Gatignon, H., Robertson, T.S. The impact of risk and competition on choice of innovations. Market Lett 4, 191–204 (1993). https://doi.org/10.1007/BF00999226
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DOI: https://doi.org/10.1007/BF00999226