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| Author: | Putsis, W. |
| Title: | Mixing behavior in cross-country diffusion |
| Journal: | Marketing Science
1997 : VOL. 16:4, p. 354-369 |
| Index terms: | DIFFUSION BELGIUM ITALY |
| Language: | eng |
| Abstract: | Diffusion models represent one of the key successes in marketing science. Clearly, for firms operating in a truly global environment, understanding to what extent prior adoption in one country affects current (and, consequently future) adoption in another country can be an important consideration. Further, understanding how the pattern of interaction across countries impacts the diffusion process, can have profound implications for product launch strategies for new durable products. |
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