Understanding Customers' Naïve Theories of High-tech Products and Services

We developed a new methodology for qualitative research based on cognitive science to study the conditions of diffusion of technological innovations.

Understanding Customers' Naive Theories of HighTech Products and Services

Stefana Broadbent Laure Carles CB & J, France

THE PROBLEMS WITH TECHNOLOGICAL INNOVATION 

To be competitive companies must innovate, be it internally by reshaping the organisation's...