Marketing technology adoption in B2B organizations: individual innovation adoption - narrative study on case: Fortum
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Journal Title
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School of Business |
Master's thesis
Ask about the availability of the thesis by sending email to the Aalto University Learning Centre oppimiskeskus@aalto.fi
Authors
Date
2018
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
66
Series
Description
Thesis advisor
Lindblom, ArtoMitronen, Lasse
Keywords
marketing technology, innovation adoption, B2B, Talukder's enhanced model of innovation adoption, UTAUT, CRM, CMS, agile, scrum, design sprints