"Firm-oriented: As per this approach, a product or service offering is regarded as “new,” if the company starts manufacturing or marketing it for the first time. In other words, the firm orientation treats the “newness” in terms of the company’s perspective. -the product is “innovative”, if it is “new” for the company. -the existence of the product in the market (as competitor’s offering, or even as consumers’ awareness) is disregarded; as long as it is “new” to the company, it is regarded as an innovation. Source: http://in.docsity.com/en-docs/Diffusion_of_Innovation_-_Consumer_Behavior_-_Solved_Quiz_"
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