| Summary: | Rapid advances in technology are having a profound impact on the marketplace. And the technology is transforming company-customer interactions. This text introduces an innovative framework for measuring how receptive customers are to adopting state-of-the-art products and services. This allows managers to customize and tailor technology and technology-based products to different techno-ready market segments. The authors classify consumers as explorers, pioneers, skeptics and laggards to help managers use technology to enhance customer relations.
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