search query: @author Schmalen, H. / total: 16
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| Author: | Schmalen, H. |
| Title: | Das Bass-Modell zur Diffusionsforschung = The Bass-model for the diffusion-research |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1989 : MAR, VOL. 41:3, p.210-226 |
| Index terms: | INNOVATION DIFFUSION MODELS MARKETING |
| Language: | ger |
| Abstract: | The model developed by Bass (1969) is usually interpreted as a two-stage diffusion model, based on Innovators and Imitators. This leads to grave problems, if it is supposed that the innovation (a) and the imitation-coefficient (b) are determined by the marketing instruments. Therefore the Bass model can only be interpreted as a one-stage diffusion model, where a homogeneous population exists, which is at the same time and in like manner innovative and imitative. Neglecting the distinction between the two buyer types impoverishes the basic idea of the model: it was the very intention to get away from regarding the demand as a homogeneous mass in order to come to a concept of structured buyers. |
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