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Marketing Management, 12/e
A South Asian Perspective 20 Introducing New Market Offerings
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Venture Team Cross-functional
group charged with developing a specific product or business; Intrapreneurs are relieved of other duties and provided a budget and time frame.
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Consumer-Adoption Process Adoption
is an individual’s decision to become a regular user of a product.
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Stages in the
Adoption Process Awareness Interest Evaluation Trial Adoption
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