Adoption of a service innovation in the business market: An empirical test of supply side variables

The objective of this article is to assess the influence of variables over which suppliers have control (supply-side variables) on the adoption of innovations in addition to adopter-side variables. The empirical study focused on the adoption of electronic banking in the Dutch business market. A quantitative study was conducted to test hypotheses. The results show that the extent to which a supplier has pursued a strategy aimed at positioning the innovation in the marketplace or has focused on reducing the risk of adoption has a positive and significant effect on the probability of innovation adoption. The evidence corroborates that not only adopter-side variables significantly influence innovation, but supply-side variables as well.

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