In this issue of Spotlight Professor A ‘Parsu’ Parasuraman speaks to editor Sarah Powell about the concept of techno-ready marketing and the implications of techno-readiness for marketers.
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The technology-readiness index or TRI identifies and measures people on four facets of technology-readiness: innovativeness, optimism, discomfort and insecurity…distinct categories of customers emerged based on their scores on the four attributes or dimensions mentioned. We labelled these ‘explorers’, ‘pioneers’, ‘skeptics’, ‘paranoids’ and ‘laggards’. Generally speaking, technology is embraced in a sequence led by the explorers and ending with the laggards.