%0 Conference Paper
%B Proceedings of the American Marketing Association Winter Conference 2007
%D 2007
%T Rethinking Readiness: Development and Validation of a Reduced Form of the Technology Readiness Index
%A Barnhart,Michelle
%A Ratchford,Mark
%K Marketing
%B Proceedings of the American Marketing Association Winter Conference 2007
%8 2007
%G eng
%2 b
%4 22435096577
%$ 22435096577