Culture's influence on innovation adoption : A global study of manager's adoption intention of telecom innovations

Diffusion patterns of products are known to differ significantly between countries. Studies that mainly focused on consumer contexts in European countries show that culture has a significant effect on innovation diffusion and consumer innovativeness. In the present research we focus on adoption intentions of individual managers operating in a business-to-business context, for two telecommunication innovations. We expect rational motives to drive the adoption process more than national-cultural values. The study contains data from more than 3,200 respondents in 22 countries worldwide, including less developed countries. Results reveal that individual-level variables and economic characteristics of a country drive adoption more than national culture. Moreover, this effect seems stronger for the relatively newer and more expensive innovation.innovation; national culture; managers; worldwide survey