Browsing Marketing management by Subject "Markedsføring"
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Promoting upskilling: How a situational growth mindset increases consumers’ adoption of really new products
(Doctoral dissertations at the University of South-Eastern Norway;36, Doctoral thesis, 2019)Despite their evident capacity for improving people’s lives, 40 to 90 percent of innovations fail. A significant amount of research suggests that one important reason for failure is consumers’ lack of understanding of the ...