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| Author: | Tellefsen, T. Takada, H. |
| Title: | The relationship between mass media availability and the multicountry diffusion of consumer products |
| Journal: | Journal of international marketing
1999 : VOL. 7:1, p. 77-96 |
| Index terms: | Media research Product development New products |
| Language: | eng |
| Abstract: | This article proposes and tests a relationship between mass media availability and new product sales in a multicountry environment. Theoretic support is derived from the behavioral and modeling literature on diffusion of innovation. |
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