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Knowledge is a key factor of product innovation. While there are typical internal sets of knowledge within the firm’s industry scope, there are external sources of knowledge, namely, distant sources of knowledge. In this paper, we use the technology-brokering framework to explore whether intensive discontinuous knowledge, often referred as distant innovative knowledge (DIK), generates higher prospects...
Based on the classical elaboration likelihood model, we develop an interactive communication behavior model and apply it to the interactive television environment. The model suggests a hypothesis about interactive information searches and how they are impacted by product involvement and hypotheses about how the category of an advertised product impacts the type of information sought. Testing these...
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