Beauty is in the Eye of the Tech Manager: How Technology Orientation and Interactive-Media Knowledge Can Drive (or Stall) Change
Larry Chiagouris and Vishal LalaPace University
OVERVIEW
A number of academic papers have extolled the virtues of interactive media over traditional media (Deighton, 1996; Sicilia, Ruiz, and Munuera, 2005; Yadav and Varadarajan, 2005). A primary reason for the enthusiasm of interactive media is related to the manner in which it is different than traditional media. One of the ways in which interactive media differ from traditional media is in their ability to address an individual, gather and...