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| Author: | Böcker, F. Gierl, H. |
| Title: | Die Diffusion neuer Produkte - eine kritische Bestandsaufnahme. |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1988 : JAN, VOL. 40:1, p. 32-48 |
| Index terms: | MARKETING THEORY DIFFUSION NEW PRODUCTS |
| Language: | ger |
| Abstract: | Among the theoretical concepts in marketing diffusion theory one of the most prominent is to be found in every textbook. However, the number of empirical tests undertaken is quite restricted and the theoretical concept is partly inconsistent in itself and not based on a clear foundation. Diffusion models incorporating marketing variables have been parameterized only rarely. The models' behavioral foundations as well as its calibrations' results are scrutinized and aspects for further developments of an extended diffusion theory are developed. |
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