ENHANCING TRUST OR REDUCING PERCEIVED RISK, WHAT MATTERS MORE WHEN LAUNCHING A NEW PRODUCT?
Year of publication: |
2014
|
---|---|
Authors: | NIENABER, ANN-MARIE ; SCHEWE, GERHARD |
Published in: |
International Journal of Innovation Management (ijim). - World Scientific Publishing Co. Pte. Ltd., ISSN 1757-5877. - Vol. 18.2014, 01, p. 1450005-1
|
Publisher: |
World Scientific Publishing Co. Pte. Ltd. |
Subject: | Relationship commitment | launching new products | trust | contact intensity | perceived risk reduction |
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