| Author: | Kumar, V. Krishnan, T.V. |
| Title: | Research note: Multinational diffusion models: An alternative framework |
| Journal: | Marketing Science
2002 : SUMMER, VOL. 21:3, p. 318-330 |
| Index terms: | Marketing Products International Models |
| Language: | eng |
| Abstract: | The literature on cross-national diffusion models is gaining increased importance today due to the needs of present day managers. New product sales growth in a given nation or society is affected by many factors (Rogers 1995) and of these, socio-contagion or word of mouth has been found to be the most important factor that characterizes the diffusion process. Hence, it is interesting and maybe challenging to analyze what would happen if a new product diffuses in parallel in two neighboring but culturally different countries. In this paper, an alternative framework is proposed that has two unique features. |
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