search query: @indexterm Diffusion / total: 191
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| Author: | Allaway, A.W. Berkowitz, D. D'Souza, G. |
| Title: | Spatial diffusion of a new loyalty program through a retail market |
| Journal: | Journal of Retailing
2003 : VOL. 79:3, p. 137-151 |
| Index terms: | Diffusion Loyalty Market conditions Relationship marketing |
| Language: | eng |
| Abstract: | When launcing new innovations, it is important to understand the geographic forces which affect consumer adoption of those innovations. Spatial diffusion is a research field that studies this process. In this paper, the processes and driving forces of spatial diffusion are explored and modeled across a market area following the launch of a new loyalty card program by a national retailer. |
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