Innovation Adoption And Diffusion in the Industrial Markets: An Empirical Research on the Small and Medium Size Enterprises in Ankara - Ostim
Dr. Leyla Ozer, Gaye Acikdilli

Abstract
The scope of the study is to examine the variables affecting the potential purchasers in the industrial markets for diffusion and adoption of the innovations. On the basis of the Frambach research model (1998), a model has been developed and the questionnaire has been applied to machinery manufacturing industry to test hypotheses. According to the findings obtained, it is found out that the firms are considering the characteristics of the innovation, the competition, the environment with which it is in touch and from which it gets information and the marketing strategy related to the innovation, rather than the characteristics of their own company. On the other hand, the adopted innovation is developed and launced to the market by the firms considering the needs of the other firms. In this stage, they seek to announce and diffused the innovation with various marketing strategies (positioning, market support and risk reduction).

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