Marketing researchers often assume that innovation diffusion is affected by social contagion. However, there is increasing skepticism about the importance of contagion and, as has long been known, S-shaped diffusion curves can also result from heterogeneity in the propensity to adopt. To gain...

Studies on the adoption of innovations by companies generally include micro-level and meso-level variables in order to explain a company's receptiveness to innovations. This study adds to the literature by investigating the role of macro-level variables (i.e. national culture) to explain...