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date: 16 February 2019

Abstract and Keywords

This chapter argues it is important for effective innovation management to understand how innovations are consumed. The diffusion of innovation depends on the fit between innovation and consumers’ circumstances and underlying values. Investigation as to how socially contextual and emotional factors, as well as more rational factors such as costs, utility, and technical functionalities, affect innovation adoption decisions is crucial. By using the example of Josiah Wedgwood, the chapter shows how innovation is affected by the broader social and cultural changes that influence patterns of consumption. It uses the examples of hybrid vehicles and green electricity tariffs to reveal the complexities in decisions to consume innovation, understanding of which better informs value propositions from innovation.

Keywords: consumption, adoption, green tariffs, hybrid cars, Wedgwood

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