Perceived risk in the adoption of high technology product innovations in business buying
Prof Gururaj H Kidiyoor has been awarded a Doctor of Philosophy (Ph.D.) degree by the Manipal University for an in-depth research study on “Perceived risk in the adoption of high technology product innovations in business buying”.
Currently, Prof. Gururaj H Kidiyoor is working as an Associate Professor at TAPMI, Manipal. He has nearly 10 years of experience in the industry. Prior to joining TAPMI, he worked in TVS Electronics, Wipro, and Digital Equipment in the areas of marketing, sales and distribution. His academic interests include business to business marketing, personal selling, sales negotiations, and marketing of high-tech products.
This research looks at the relationship between perceived risk and the attributes of a high technology product innovation in business buying. The contribution of this research to management research is establishing the salience of perceived obsolescence risk during the purchase of high technology products. Future research on high technology product adoption would benefit by including this construct as a variable affecting the buying decision.