KOREASCHOLAR

DOES CULTURE AFFECT THE ADOPTION OF RADICALLY NEW PRODUCTS? COMPARISON STUDY OF SOUTH KOREA AND USA

Sangwon Lee
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422299
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.315
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study examines the impact of culture and humanity on new product evaluation in a global context. That is, examining the impact of culture and humanity on the evaluation of radically new products is a key to success in this competitive and saturated market. But very little research has examined how culture and humanity affect the radically new product evaluation both from functional design and form design perspective.

Keyword
Radically New ProductCultureForm DesignFunctional Design
Author
  • Sangwon Lee(Ball State University, USA)