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| Tekijä: | Allaway, A.W. Berkowitz, D. D'Souza, G. |
| Otsikko: | Spatial diffusion of a new loyalty program through a retail market |
| Lehti: | Journal of Retailing
2003 : VOL. 79:3, p. 137-151 |
| Asiasana: | Diffusion Loyalty Market conditions Relationship marketing |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA