This document reports the results of the second annual international index of Innovation Confidence developed for and funded by the Institute for Innovation & Information Productivity (IIIP) by the Hunter Centre for Entrepreneurship at the University of Strathclyde in association with the Global Entrepreneurship Research Association. The report displays results from a survey of more than 81,000 individuals in 25 nations, presents the IIIP Innovation Confidence Index, identifies some predictors of Innovation Confidence, and suggests options for further research on Innovation Confidence. These results confirm the effect that communal values have on consumer perceptions of new products and services. Innovative companies need to be aware that radically different marketing strategies may be needed in countries with different communal values. The results are also of relevance to governments in nations with high innovation confidence, and to innovative companies with global reach or aspiration. The results confirm a high demand from aspirational individuals in countries with traditional values, and their hunger for new products and services. The challenge is to make new products and services affordable to those who appear to want them most.
|Place of Publication||San Francisco|
|Number of pages||21|
|Publication status||Published - Jan 2009|
- innovation confidence
- consumer perception
- marketing strategies