DIGITAL / VIRTUAL PROJECT
This project seeks to better understand the transformative potential of digital/virtual consumption (DVC), the consumption of digital goods and experiences available through the Internet, online multiplayer games, video game consoles, smart phones and other electronic devices.
The advancement of technology imposes an inevitable pressure on companies to introduce new products and services into the marketplace, to stay competitive or survive. One product category that is growing increasingly within the marketplace is Really New Products (RNPs), which refers to very innovative products. Businesses therefore need to be aware of the ways they can promote RNPs in order for consumer to efficiently understand RNPs and form a positive attitude and intention towards these products.