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Critical Innovation Characteristics Influencing the Acceptability of a New Pharmaceutical Product Format

Journal of Marketing Management, Vol. 23, No. 3/4, pp. 327-346

Posted: 19 Feb 2009  

Elina Jaakkola

affiliation not provided to SSRN

Maija Renko

University of Illinois at Chicago

Date Written: February 19, 2009

Abstract

This paper investigates the Critical innovation characteristics that influence the acceptability of a new pharmaceutical product format as perceived by medical service providers. Professional service providers act as "surrogate adopters" as they decide about the adoption of a product intended for their clients' use. We employ a qualitative research approach to explore which product related characteristics physicians evaluate when assessing the acceptability of a new product format in the pharmaceutical market. The main results concern (1) the distinct nature of a distributed adoption decision-making, (2) the refinement of relevant innovation attributes in a medical service context, and (3) the contextuality of innovation adoption. The research results show that innovation characteristics cannot be feasibly studied without taking into account the adoption context, here the medical service encounter and its institutional environment. Managerial implications of these findings are discussed.

Suggested Citation

Jaakkola, Elina and Renko, Maija, Critical Innovation Characteristics Influencing the Acceptability of a New Pharmaceutical Product Format (February 19, 2009). Journal of Marketing Management, Vol. 23, No. 3/4, pp. 327-346 . Available at SSRN: https://ssrn.com/abstract=1346469

Elina Jaakkola

affiliation not provided to SSRN

Maija Renko (Contact Author)

University of Illinois at Chicago ( email )

601 S. Morgan St. (M/C 243)
University Hall 2203
Chicago, IL 60607-7122
United States

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