TY  - CONF
T1  - Rethinking Readiness: Development and Validation of a Reduced Form of the Technology Readiness Index
T2  - Proceedings of the American Marketing Association Winter Conference 2007
Y1  - 2007
A1  - Barnhart,Michelle
A1  - Ratchford,Mark
KW  - Marketing
JA  - Proceedings of the American Marketing Association Winter Conference 2007
U2  - b
U4  - 22435096577
ID  - 22435096577
ER  -