 The effect of social networks structure on innovation performance: A review and directions for researchEitan Muller and Renana Peres International Journal of Research in Marketing, 2019, vol. 36, issue 1, 3-19 Abstract: Research on growth of innovations introduced to the market has gradually shifted its focus from aggregate-level diffusion to exploring how growth is influenced by a given social network structure's characteristics. In this paper, we critically review this branch of literature. We argue that the growth of an innovation in a social network is shaped by the network's structure. Borrowing from the field of industrial organization in economics, which defines itself as the study of the effect of market structure on market performance, we describe this new wave of research on growth of innovations as the effect of social network structure on innovation performance. Hence, social network structural characteristics should be incorporated into research on new product growth as well as into managerial marketing decisions such as targeting and new product seeding. Keywords: Assortativity; Centrality; Clustering; Degree; Diffusion of innovations; New products; Seeding; Social networks (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:36:y:2019:i:1:p:3-19 DOI: 10.1016/j.ijresmar.2018.05.003 Access Statistics for this article International Journal of Research in Marketing is currently edited by Roland Rust More articles in International Journal of Research in Marketing from Elsevier |
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