NIENABER, ANN-MARIE; SCHEWE, GERHARD - In: International Journal of Innovation Management (ijim) 18 (2014) 01, pp. 1450005-1
Using a collection of data among 490 participants from different companies in the field of medical engineering market, we contribute to the role of contact intensity by a business partner when launching new products by introducing trust as a mediator to the concept of perceived risk reduction to...