Organizational innovation adoption: A multi-level framework of determinants and opportunities for future research

Abstract

Organizational innovation adoption has received increasing attention in the marketing and management literature over the past two decades. Insight into adoption processes, its inhibitors and stimulators helps suppliers of innovations to market their new products more effectively. The objective of this paper is to discuss the main findings on organizational adoption and integrate them within a framework. The framework that is proposed addresses the adoption decision at two levels, i.e. the organizational level and the individual adopter within an organization. Research on innovation adoption and technology acceptance that have emerged in the marketing and management literature is integrated and several research issues that need further attention are identified.