Sustained Innovation through Practice Diffusion: Why Buying Doesn’t Necessarily Lead to Use | Hope Schau


We all know that product adoption is often measured in sales yet buying doesn’t necessarily lead to product use or repurchase.

Join the Eller College of Management’s Hope Schau, professor of marketing, as she provides insights from her recent research to show that understanding how consumers use products and services, and how these uses change, can lead to sustained innovation and greater market performance.

Leave this webinar understanding: 

  • True adoption is more than purchase, it is use
  • Continued use requires practices that align materials, competences, and meanings toward achieving value
  • Sustained innovations are those that are incorporated into an ongoing practice that enhance user value
  • How to both recognize and inspire sustained innovation