Abstract

The approaches to the definition of involvement and to its basic type’s classification are developed. The classification of types of companies-customers involvement is supplemented. The concept of connotative involvement is defined and scientifically proven. The basic properties of the involvement: the intensity, direction and stability are developed.

Keywords: involvement in decision-making process, company-customer, classification

Cite as: Frolov S. & Troian, M. (2011). The approaches to the definition of involvement and to types of companies-customers involvement in decision-making process. Marketing and Management of Innovations, 32, 125-134. https://doi.org/10.21272/mmi.2011.3.2-18

This work is licensed under a Creative Commons Attribution 4.0 International License

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