Implications of an internet startup entering in a market with low level of technological adoption: case study
by Harsha Desai; Kiran Desai; Moreno S. Francisco
International Journal of Business Excellence (IJBEX), Vol. 5, No. 1/2, 2012

Abstract: Recent writers on innovation diffusion and adoption describe why some technologies are successful while others fail. The successful technologies have been unique, exclusive and compatible with the values of the users. Users also seem to find these technologies beneficial. Furthermore, the key to successful adoption has also been the development of 'rational relationships' between the technology introducers and users of these technologies. We explore the prerequisites for successful technology diffusion and its subsequent adoption in Chile. The case shows how an internet startup faced a market that was not ready to adopt its service, from a technological perspective, and the challenges this created for its market entry strategy.

Online publication date: Thu, 29-Dec-2011

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