receptivity to innovation
Definition:
The extent to which an organization (or individual) is prepared to consider, evaluate and ultimately buy a new product or process. Receptivity to an innovation can vary considerably between organizations or individuals depending on their individual characteristics, and the characteristics of the innovation.
Cross-References:
[adoption curve]
[adopter categories]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Stephen T. Parkinson], [1998].