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Elena Bajic
2006
We all know that product adoption is often measured in sales yet buying doesn’t necessarily lead to product use or repurchase.
Watch the Eller College of Management’s Hope Schau, Professor of Marketing and Executive Director of the McGuire Center for Entrepreneurship, 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.
Participants will 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,
• As well as how to both recognize and inspire sustained innovation.
Hope Schau
Professor of Marketing and Executive Director of the McGuire Center for Entrepreneurship at Eller College of Management, University of Arizona
Hope Schau joined the Eller College of Management in 2005. She earned her PhD, MA in Comparative Culture, and MBA with an emphasis in marketing, from the University of California, Irvine. She led the Filene Research Institute’s Center of Excellence for Consumer Decision Making in the financial services sector from 2016-2020. Prior to joining the Eller faculty, she was an assistant professor of marketing at the Fox School of Business at Temple University.
Her research focuses on innovation, market-oriented technological mediation, practice diffusion and adoption, collaborative value creation, consumption journeys, and brand building. Her research has appeared in premier venues such as the Journal of Consumer Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Advertising, Journal of Business Research, Journal of Public Policy and Marketing, Rural Sociology, and Agriculture and Human Values. She is an Associate Editor at the Journal of Consumer Research, and an Area Editor for the Journal of the Academy of Marketing Science and the Journal of Business Research. She serves on the editorial review board for several journals including Journal of Consumer Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Business Research, and the Journal of Public Policy and Marketing.
