Improving the Organizational Adoption Rate for High‐Technology Industrial Products
本文指出新产品失败常因未能应对采购组织的采纳障碍，分析了组织采纳创新的过程结构，并提出了管理采纳障碍的策略，以帮助实现快速广泛的市场渗透。
If a new product fails, it may not be a product failure: it may be a failure to respond to adoption barriers in the buying organizations. Too few managers fully understand, Roger More argues, the complexity of the buying process for major, difficult purchases. Hence, they fail to plan properly the strategic as well as the tactical approach to getting the new product widely and rapidly adopted. Since cash flows follow adoption rates, Professor More suggests rapid adoption should be a critical performance goal for new products. To help achieve quick and broad market penetration, Professor More develops a detailed description of the structure of the process by which an organization adopts an innovation. He highlights the potential barriers to adoption and suggests ways to manage them more effectively.