Technology transfer offices in the diffusion of transformative innovation: Rethinking roles, resources, and capabilities

Borrás, Susana; Gerli, Francesco; Cenzato, Rebecca

doi:10.1016/j.techfore.2023.123157

Cited by 6 publications

(2 citation statements)

References 49 publications

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“…Traditionally, innovations focused on profit creation and business growth. However, more innovations have been called for to address urgent environmental and societal issues in recent decades [4][5][6][7]. A sustainable innovation is one that couples "environmentalism's protection of natural systems with the notion of business innovation while delivering essential goods and services that serve social goals of human health, equity, and environmental justice" [8].…”

Section: Introductionmentioning

confidence: 99%

“…Literature in this group focuses on the relationships among actors in the broad macro environment, usually to inform policy-making [12,13,16]. In addition, the roles that agencies such as the technology transfer office can play in facilitating the DoI are noted [5]. Focusing on players in the original DoI model, the other group of literature studies the characteristics of the adopters and their social networks, as well as the innovation itself (e.g., [15,24,25]).…”

Section: Introductionmentioning

confidence: 99%

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Promoting the Diffusion of Sustainable Innovations through Customer Education—A Case of the Cosmetic Industry

Chen,

Seecharan,

Feng

2024

Sustainability

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This article investigates whether customer education about the sustainability advantage of a sustainable innovation helps promote the diffusion of such innovation using a survey and an experimental study in the cosmetic industry. Educating customers to equip them with awareness, know-how, and principal knowledge about sustainability promotes their motivation toward adoption and thus facilitates the diffusion of sustainable innovation. Specifically, results show that educating customers about cosmetic product ingredients, sustainability definition, and green certification increases the customers’ intention towards checking cosmetic products for ingredients, avoiding products that contain harmful ingredients, and purchasing a sustainable product in the next two years. Customers will also have more trust and intention to adopt certified sustainable products, and they will regard whether a product is truly sustainable as a factor more important than its price in their purchase decisions. Finally, a comprehensive list of factors that contribute to a customer’s perception and adoption of a sustainable product, as well as the ranking given by the study participants, are discussed.

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