According to Jagdish Sheth, rather than diffusion of innovations, the focus of new product development should be on affordability and accessibility.

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Jagdish Sheth argues that for new product development, the emphasis should shift from the diffusion of innovations model, which focuses on how new ideas spread, to prioritizing affordability and accessibility, ensuring products meet the needs of a broader audience.

According to Jagdish Sheth, Rather Than Diffusion of Innovations, the Focus