Identifying Innovative National Markets for Technical Consumer Goods
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Lynn, Michael; Gelb, Betsy D.
Population characteristics that appear to make one nation more or less innovative for technical consumer products are focused on. Three predictors - individualism, uncertainty avoidance and purchasing power - are found to be related to national levels of new product ownership within Europe. The results, focusing on their implications for marketers seeking to export innovative technological consumer goods to Europe and elsewhere, are discussed.
population characteristics; consumer goods; consumer behavior; Europe; individualism; uncertainty avoidance; purchasing power
Required Publisher Statement: © Emerald. Final version published as: Lynn, M., & Gelb, B. D. (1996). Identifying innovative national markets for technical consumer goods. International Marketing Review, 13(6), 43-57. Reprinted with permission. All rights reserved.