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	keywords = {Marketing},
	author = {Barnhart,Michelle and Ratchford,Mark}
}
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	keywords = {Marketing},
	author = {Ratchford,Mark and Barnhart,Michelle}
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@conference {1984296,
	title = {Rethinking Readiness: Development and Validation of a Reduced Form of the Technology Readiness Index},
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	year = {2007},
	month = {2007},
	keywords = {Marketing},
	author = {Barnhart,Michelle and Ratchford,Mark}
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@article {1976346,
	title = {Rethinking Readiness: Development and Validation of a Reduced Form of the Technology Readiness Index},
	year = {2007},
	month = {2007},
	address = {San Diego, CA},
	keywords = {Marketing},
	author = {Barnhart,Michelle and Ratchford,Mark}
}