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  1. From a social marketing perspective: a proposed customer relationship management technology transfer model

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    Author(s): Delton Alderman; Kent Nakamoto; David Briberg
    Date: 2007
    Source: In: Miner, Cynthia; Jacobs, Ruth; Dykstra, Dennis; Bittner, Becky, eds. Proceedings: international conference on transfer of forest science knowledge and technology. Gen. Tech. Rep. PNW-GTR-726. Portland, OR: U.S. Department of Agriculture, Forest Service, Pacific Northwest Research Station: 1-7.
    Publication Series: Other
    Station: Northern Research Station
    PDF: View PDF  (102.94 KB)

    Description

    Technology and knowledge transfer (TKT) is practiced for a plethora of causes, ranging from AIDS prevention to manufacturing competitiveness. The number of government, university, and association TKT efforts is exhausting and fraught with problems; we know anecdotally that the adoption of technology or knowledge is minimal across all contexts. There are a myriad of reasons as to why this phenomenon (i.e., minimal adoption of technology or knowledge) exists, and it is beyond our scope to elucidate on the causes of low-adoption; rather, our intent is to present a theory of TKT based on personalization.

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    Citation

    Alderman, Delton; Nakamoto, Kent; Briberg, David. 2007. From a social marketing perspective: a proposed customer relationship management technology transfer model. In: Miner, Cynthia; Jacobs, Ruth; Dykstra, Dennis; Bittner, Becky, eds. Proceedings: international conference on transfer of forest science knowledge and technology. Gen. Tech. Rep. PNW-GTR-726. Portland, OR: U.S. Department of Agriculture, Forest Service, Pacific Northwest Research Station: 1-7.

    Keywords

    social marketing, trust, perceived risk, customer relationship marketing, and personalization

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