New products are important for competing in today's markets. Innovation is a major success factor for any organization. It distinctively provides companies with vitality and differentiation. This research laid out the findings prior academic studies towards innovation, novel fast moving consumer goods (FMCG), and consumers' adoption process. Subsequently, this study measured the impact of various hedonic, rational, and influential components on consumers' attitude formation and adoption intention towards innovative FMCG in Egypt. Quantitative research was conducted with a descriptive purpose...
New products are important for competing in today's markets. Innovation is a major success factor for any organization. It distinctively provides comp...