 How innovators adopt a new technology, a new technological application. When the technology is new and application of course, or the product which has been made through that technology is also new. So as with the regular marketing activities and regular marketing plan, we do not have the marketing data because market is still to be evolved. Similarly as it is in most cases a startup. So in terms of a startup, its reputation, its image, its goodwill is unknown to the innovator. So in situations may, in order to induce the innovator to adopt this technology is difficult and challenging. Innovator also try to get the information through certain additional resources. So that is the challenge of the entrepreneurial marketer to understand the resources through which the innovator is getting the information and being influenced. So if we know the resources through which the innovator is getting the information and the resources which impact the decision to adopt this particular technology or not, then we will be able to impress, communicate and use those resources so that the enthusiasm of the innovator is more ignitable and ready to adopt that technology. So the sources of information help innovator in decision making related to marketing and sales activity. So there is a model which is explaining how innovator adopt a new technology. Here we can see that these are the certain sources. Here we have reference customer information. The customer who has used this technology before, what are his thoughts on this? Then expert sentiment and information. Expert is very important. Expert is usually a person who is an expert in technology. He knows that particular technology. He is aware of its application as well. What are his thoughts? So his thoughts will be based on the concept of opinion leader which will impress the audience. Then new technology, venture information. The literature and information related to this technology. All of these impacts the enthusiasm of the innovator. If this information is positive, then it will increase the enthusiasm of the innovator. And then it will impact its consideration and adaptation stages. The stages of different considerations and adaptations. All of this information will be impacted and implemented. If it is positive, then the process will be positively impressed. If it is negative, then it will be reluctant. And we are seeing that there are other elements which are impacting. For example, the reference you are using is so credible and reliable. Then there is the reliability of reference information. Then the reference you are using can be trusted. And if the process goes well, then the innovator does not show much resistance in adopting this technology. In fact, he is already wanting to take this technology for adoption. In this figure on the left hand side, as we said, the sources of information innovator use to evaluate a new product. The adoption decision is shown on the right hand side of the figure. And in the middle, different innovation-related characteristics are shown that are evaluated by the innovator. The innovator's level of enthusiasm for the new technology and application is also accounted for as a mediator. This enthusiasm is mediated by the independent variable and the independent variable. If there is a positive evaluation, then the enthusiasm increases and the chances of adoption of the technology also increases.