search query: @indexterm Diffusion / total: 191
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| Author: | Klophaus, R. |
| Title: | Anwendungsprobleme bei der Diffusionsprognose und -steuerung: Das Ende der klassischen Diffusionsmodellierung? |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1995 : VOL. 17:2, p. 89-98 |
| Index terms: | DIFFUSION INNOVATION MARKETING MODELS |
| Language: | ger |
| Abstract: | The paper contributed to the recent discussion in MARKETING ZFP about the traditional approach of modeling innovation diffusion. The applicability of the standard diffusion models for early sales forecasting and for normative purposes was examined. Serious problems were identified in both fields of model application. These problems call for methodological reorientation. The micro-modelling approach that has been developed in economics and marketing science in recent years is a promising methodological alternative. The fundamentals of this new approach of modeling the spread of new products among prospective adopters were described. Its main feature is that it provides a behavioral basis for explaining adoption at the individual level and the consequent pattern of diffusion at the market level. |
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