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The approaches to the definition of involvement and to types of companies-customers involvement in decision-making process
Journal: Marketing and Management of Innovations (Vol.2, No. 3)Publication Date: 2011-10-06
Authors : S.M. Frolov; M.Yu. Troian;
Page : 125-134
Keywords : involvement in decision-making process; company-customer; classification;
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Abstract
The approaches to the definition of involvement and toits basic types classification are developed. The classification of types of companies-customers involvement is supplemented. The concept of connotative involvement is defined and scientifically proven. The basic properties of the involvement: the intensity, directionandstability are developed.
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