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| Author: | Peres, R. Muller, E. Mahajan, V. |
| Title: | Innovation diffusion and new product growth models: A critical review and research directions |
| Journal: | International Journal of Research in Marketing
2010 : JUN, VOL. 27:2, p. 91-106 |
| Index terms: | diffusion innovation new products review competition brands network externalities |
| Freeterms: | individual level modeling agent based modeling multinational diffusion |
| Language: | eng |
| Abstract: | Efforts to model influences like word-of-mouth communications, network externalities and social signals between and across markets and brands are discussed. In the context of a single market, the focus of the study is on e.g. social networks, network externalities and takeoffs. In the context of cross-markets and brands, e.g. cross-country influences and differences in growth across countries are discussed. The findings suggest that the diffusion framework must broaden in scope from focusing on interpersonal communications. |
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