Series 3, Episode 4: What drives the adoption of innovation? With Professor Radu Dimitriu, Trinity College Dublin

It is one thing to develop an innovation and put it out into the world, but that will only get you so far. Just as important is the adoption of innovations by customers, users or stakeholders. Yet what drives the adoption of innovation and how can organisations support the greater adoption of their offerings?

To discuss this it is a pleasure to speak today with Dr Radu Dimitriu, Associate Professor in Marketing at Trinity College Dublin.

About our guest...

Dr Radu Dimitriu is an Associate Professor in Marketing at Trinity College Dublin. Radu has a PhD from BI Norwegian Business School in Oslo, and prior to joining TCD worked with Cranfield University in the UK (2010-2018). His research is focused on branding, consumer behaviour and psychology, social media marketing, CSR and prosocial behaviour, consumer responses to sensory-enabling technologies, and consumers' adoption of AI-enabled technologies such as autonomous products and chatbots. On the Trinity MBA, Radu is also coordinating the programme's capstone Strategic Company Projects, as well as lecturing on Marketing Strategy. Radu has been consulting for blue chip companies and regularly engages with the industry; recent engagements include that of Judge at the Ireland User Experience Awards and of Speaker at the Customer Experience Professional Association Day. A citizen of the world, he speaks several languages including English, Spanish, French, Norwegian, Portuguese and his mother tongue, Romanian.

The paper discussed in the interview is available here: https://www.sciencedirect.com/science/article/pii/S0148296324006106

Radu's Google Scholar page can be accessed here: https://scholar.google.com/citations?user=DRbb4T8AAAAJ&hl=en&oi=sra

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