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

Producción científica: Contribución a una conferenciaContribución

Resumen

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.
Idioma originalInglés
DOI
EstadoPublicada - 11 dic 2018
Evento38th SGAI International Conference on Innovative Techniques and Applications of Artificial Intelligence 2018 -
Duración: 11 dic 201813 dic 2018

Conferencia

Conferencia38th SGAI International Conference on Innovative Techniques and Applications of Artificial Intelligence 2018
Período11/12/1813/12/18

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