【正文】 sumers. Technosavvy consumers armed with vast information behave in an opportunistic way. They balk at the new product introduction and frequently leapfrog (., skip a version of a product for the next one). They try to minimize economic and physical risks in many ways. Sometimes they even produce and disseminate false information or lead negative campaigns to protect their own benefit. Further theoretical developments on postadoption behavior also appear to be promising. Finally, empirical work on the linkage of various marketing strategies and their effects would be desirable. As panies design and manufacture their products in many different countries, the concept of countryoforigin (COO) has evolved into a multinational one. Scholars need to reexamine the effects of country of manufacture and country of brand in a more realistic and plicated setting. As social work service (SNS) plays important roles in the adoption of innovation, efficiency and effectiveness of marketing strategies based on online or mobile SNS ask for verification. The guest editors believe that the current special issue of Journal of Business Research is a first step to reply to the questions discussed above. This special issue covers a wide spectrum of innovation research ,but it focuses mainly on the critical themes above, thereby contributing to both academia and industry. Some ments on each paper follow. 3. Successful innovation Innovation not only has a direct impact on the viability of a firm but also influences the social and economic change (Sorensen amp。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。 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。 Klein, 1982). To reflect diverse context and product uniqueness, scholars have replicated and extended the TAM models in all possible directions(.,Venkateshamp。Muller,2020),the number of empirical studies is negligible. Also, theoretical and empirical work on the effectiveness of online wordofmouth activities will enhance the understanding of consumers39。 Griffith, 2020). Innovation is more critical in the hightech industries (Kobrin, 1991。s current and future performance. Findings suggest different relation ships to exploitative and/or explorative capabilities. Various factors may affec