Innovation Purchase Decision Forces: From Micro to Macro and Back Again

This research examines an emerging software company and attempts to provide explanations for its lack of sales which has led to its lack of growth. Based on interviews with prospective purchasers who did not purchase the software and the small number of customers that did say yes, the product had merit and a strong financial incentive; two reasons that usually provide impetus to purchase. However, the reality is that purchasers have been few and far between. The following article will examine various theoretical explanations for the lack of customers, concluding that there is a strong mix of macro and micro forces that combined to create a perfect storm of non-customers.