Understanding major dimensions and determinants that help in diffusion & adoption of product innovation : using AHP approach

In this global world, diffusion & adoption of new product innovation have become intricate and involves multifaceted process, as consumers demand a broad range of choices. So, this has generated enthusiasm among researchers and business practitioners while studying and implementing diffusion & adoption of product innovation. Even though diffusion & adoption is known as one of the most important processes of an innovation management, but the literature available in this area is highly fragmented. Therefore, in this paper, we attempt to develop a framework for diffusion & adoption, which helps in learning and understanding its dimensions and determinants from different perspectives. In this study, AHP has been used to analyse the relative importance and provide a ranking to the dimensions and determinants of product innovation. The findings of this study can help the management, product developers and market professionals in strategic planning and in setting their priorities when there is resource constraint. This study also helps in deciding and prioritising the dimensions and determinants that should be fuse during product development phase.