The effect of service employees' technology readiness on technology acceptance
Information and Management
International Journal of Electronic Finance
Forecasting broadband Internet adoption on trains in Belgium
Telematics and Informatics
Telematics and Informatics
To use or not to use: understanding the factors affecting continuance intention of mobile banking
International Journal of Mobile Communications
Consumers' intention to use Mobile-Menu and destination clusters
International Journal of Mobile Communications
Comprehensive framework for internet banking adoption: an empirical analysis in the Indian context
International Journal of Business Information Systems
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"Rapid advances in current technologies and the accelerating emergence of new ones are flooding the marketplace with innovative products and services," write A. Parasuraman and Charles L. Colby at the start of Techno-Ready Marketing. But despite this onslaught and the importance that companies have placed upon it, the authors continue, the marketing of related products and services "is by and large being guided by traditional principles that may not be as effective for high-tech companies as they are for their low-tech counterparts." After four years of research into ways this might be better accomplished, the two developed the concept of Technology Readiness to measure how customers will react to such innovations and provide insight that corporations can use to practice the "techno-ready marketing" necessary to capture the public's attention. Parasuraman, the University of Miami's James W. McLamore Professor of Marketing, and Colby, president of a market research and consulting firm that specializes in technology, present a scholarly discussion of the process followed by a section on its practical use, filled with historical and contemporary case studies. They also include a self-administering Marketing Audit to help readers assess their current corporate status and adjust strategies accordingly. --Howard Rothman