Enhancing trust or reducing perceived risk, what matters more when launching a new product?

International Journal of Innovation Management

Volumn 18, Issue 1, 2014, Pages

  Nienaber, Ann Marie ^a   Schewe, Gerhard ^b  

^a Institute for Clean Growth and Future Mobility   (United Kingdom)

^b UNIVERSITY OF MÜNSTER   (Germany)

Author keywords

contact intensity; launching new products; perceived risk reduction; Relationship commitment; trust

Indexed keywords

EID: 84896946987     PISSN: 13639196     EISSN: None     Source Type: Journal    
DOI: 10.1142/S1363919614500054     Document Type: Article

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