Identifying variables to define innovator group in the healthy food industry: A fuzzy approach

N. Agell; M. Casabayó; Pooja Mohanty

doi:10.1007/978-3-030-04191-536

Identifying variables to define innovator group in the healthy food industry: A fuzzy approach

N. Agell, M. Casabayó, Pooja Mohanty

Esade

Research output: Conference paper › Contribution

Abstract

Customer adoption of innovation is a multi-disciplinary research area which has been extensively researched. However, identifying the most important variables that affect the adoption process remains unattended. In this paper, we propose Fuzzy TOPSIS method to rank variables that affect the Innovator Group customers. With an illustrative example we explain the method's applicability and we conclude by discussing implications for marketing research and healthy food industry.

Original language	English
DOIs	https://doi.org/10.1007/978-3-030-04191-536
Publication status	Published - 11 Dec 2018
Event	38th SGAI International Conference on Innovative Techniques and Applications of Artificial Intelligence 2018 - Duration: 11 Dec 2018 → 13 Dec 2018

Conference

Conference	38th SGAI International Conference on Innovative Techniques and Applications of Artificial Intelligence 2018
Period	11/12/18 → 13/12/18

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10.1007/978-3-030-04191-536

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title = "Identifying variables to define innovator group in the healthy food industry: A fuzzy approach",

abstract = "Customer adoption of innovation is a multi-disciplinary research area which has been extensively researched. However, identifying the most important variables that affect the adoption process remains unattended. In this paper, we propose Fuzzy TOPSIS method to rank variables that affect the Innovator Group customers. With an illustrative example we explain the method's applicability and we conclude by discussing implications for marketing research and healthy food industry.",

author = "N. Agell and M. Casabay{\'o} and Pooja Mohanty",

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AU - Agell, N.

AU - Casabayó, M.

AU - Mohanty, Pooja

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Y1 - 2018/12/11

N2 - Customer adoption of innovation is a multi-disciplinary research area which has been extensively researched. However, identifying the most important variables that affect the adoption process remains unattended. In this paper, we propose Fuzzy TOPSIS method to rank variables that affect the Innovator Group customers. With an illustrative example we explain the method's applicability and we conclude by discussing implications for marketing research and healthy food industry.

AB - Customer adoption of innovation is a multi-disciplinary research area which has been extensively researched. However, identifying the most important variables that affect the adoption process remains unattended. In this paper, we propose Fuzzy TOPSIS method to rank variables that affect the Innovator Group customers. With an illustrative example we explain the method's applicability and we conclude by discussing implications for marketing research and healthy food industry.

U2 - 10.1007/978-3-030-04191-536

DO - 10.1007/978-3-030-04191-536

M3 - Contribution

T2 - 38th SGAI International Conference on Innovative Techniques and Applications of Artificial Intelligence 2018

Y2 - 11 December 2018 through 13 December 2018

ER -

Identifying variables to define innovator group in the healthy food industry: A fuzzy approach

Abstract

Conference

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