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In new economy era companies can just dominate in competitive market and make sustainable competitive advantages due to the dynamic development of successful novel and innovative products. However, the acceptance of new product can be influenced by several factors in market. For years, researchers and marketers have tried to understand the factors that can play role in the acceptance or rejection of new products in market. The focus of this book is to describe the influence of individual characteristics on adoption process of new product in market.

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Shaheen Mansori is PhD candidate at the Graduate School of Management-Universiti Putra Malaysia. His research focuses on the influence of socio-cultural factors(e.g., religion, ethnic, values, culture) on consumer behavior

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