【正文】 山東理工大學(xué) 畢業(yè)設(shè)計(jì)（論文） 外文資料及譯文 學(xué) 院： 商學(xué)院 專 業(yè)： 工業(yè)工程 學(xué)生姓名 ： 李松 指導(dǎo)教師 ： 殷秀清 畢業(yè)設(shè)計(jì)（論文）時(shí)間：二О一二 年 三 月 五日～ 六月 十 日 共 十 四 周 Journal of Business Research 64 (2020) 1147–1150 Winning strategies for innovation and hightechnology products management SangHoon Kim 1. Introduction Innovations bee a key concept in the business world as the global economy seeks to escape from a period of major recession. Despite developments of so many breakthrough technologies and products, hightech firms, big or small, are still struggling in creating and extending the new market opportunities. With technology being a necessary condition, marketing should play a critical role in fulfilling the dream of successful diffusion of hightech products and services. It is an honor and pleasure of coguest editor stop resent high quality papers that are to provide rigorous and relevant insights into the critical issues of this area in the special issue of the Journal of Business Research. This special issue is a direct out e of the Global Marketing Conference held in Tokyo, Japan during September 9 to 12 in the year 2020, which Korean Academy of Marketing Science and Society for Marketing Advances coorganized. The conference was very successful in the sense that it gathered scholars from several countries all over the world and that it received more than 1000 submissions. The track of “Innovation, Diffusion, and Adoption of HighTech Products” was one of the most populartracks among 48 of them at the conference. The conference papers submitted to this track went through three stages of blind review processes, and the guest editors are proud to include 20 most excellent papers in this issue. The following sections discuss major issues in the research area of innovation, diffusion, and adoption, and then summarize the papers included in this special issue. In the last section, the guesteditors acknowledge the contributors to this special issue. 2. Emerging issues in innovation and diffusion research When the first edition of Everett M. Rogers39。 book of Diffusion of Innovation came out in 1962, there were 405 papers on the topic (Rogers,1995).The total number of publications in innovation diffusion grew tenfold by 1995, over 4000. It is almost certain that the number would be more than 40,000 by now. Considering that the key word of “ innovation” is popular across all academic subcategories of business research, it might be far beyond our guesstimate. With such a long history and great interest, innovation literature has sought to answer the questions such as: * How can firms successfully develop innovative new products or services? * Which innovation characteristics affect consumers39。 adoption of innovative new products and how? * How can we forecast the speed and pattern of innovation diffusion? * How can we forecast the demand of innovative new products? * How do consumers behave in adopting (., making decisions and purchasing) innovative products? * What are the roles and traits of innovators and other adopter categories? * What roles do marketing actions play in innovation adoption and diffusion? A myriad of behavioral studies investigated the phenomenon of innovation adoption and diffusion, thereby yielding numerous managerial insights valuable for managers of hightech firms. Meanwhile, modeling and forecasting of innovation diffusion constitutes another big stream of research . As Sultan,Farley ,and Lehmann(1990)report in ametaanalysis study, innovation diffusion models, including the famous Bass model and its variants, have bee very effective as well as efficient. Another substantive venue of innovation research is socalled technology acceptance models(TAM),first in troduced by Fred Davis in 1989. Though the key elements of Davis (1989) model are ease of use and usefulness, there are various versions of TAM incorporating variables such as patibility, plexity, and relative advantage based on earlier studies (., Tornatzky amp。 Klein, 1982). To reflect diverse context and product uniqueness, scholars have replicated and extended the TAM models in all possible directions(.,Venkateshamp。Davis,2020). Although huge literature of innovation research answered many of the above questions, both the scholars and practitioners still face challenges to address the issues such as the following. * How can firms make their innovation processes successful? * How can firms successfully mercialize technologies? * What factors affect the global diffusion of hightech products? * What roles do online buzz and social works play in innovation adoption and diffusion? * What kinds of strategic behavior do consumers make and how hould marketers respond to them? * What marketing strategies are effective in creating new markets? We briefly discuss the above six issues one by one. First espite the fact that there is plenty of research tackling nnovation process, firms are still struggling in making it successful. One possibility is that current research fails to notice that there are ifferent factors working at different stages of innovation development. Further, firms need to consider innovation process not only in the business but also in the broad context of social change. Second, technology mercialization gets more and more important as panies seek for growing opportunities in the midst of recession .However, studies in this area haven39。t made big strides for decades. Active research on many critical issues such