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Innovation diffusion and new product growth models: A critical review and research directions

Renana Peres, Eitan Muller and Vijay Mahajan

International Journal of Research in Marketing, 2010, vol. 27, issue 2, 91-106

Abstract: Diffusion processes of new products and services have become increasingly complex and multifaceted in recent years. Consumers today are exposed to a wide range of influences that include word-of-mouth communications, network externalities, and social signals. Diffusion modeling, the research field in marketing that seeks to understand the spread of innovations throughout their life cycle, has adapted to describe and model these influences.

Keywords: Diffusion; Innovations; New product; Review; Social network; Individual level modeling; Agent based modeling; Multinational diffusion; Competition; Brand; Network externalities; Takeoff; Saddle; Technology generations (search for similar items in EconPapers)
Date: 2010
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