Imitation analysis

David J. Langley, Nico Pals, J. Roland Ortt and Tammo H.A. Bijmolt

European Journal of Innovation Management, 2009, vol. 12, issue 1, 5-24

Abstract: Purpose - The purpose of this paper is to describe a method of estimating the likelihood that a person with particular characteristics will imitate a particular new behaviour (i.e. the use of an innovation). This estimation can be used to provide a new form of forecast for the likely market demand for an innovation. Design/methodology/approach - This method, termed imitation analysis, is based on imitation theories from the behavioural sciences and is applied in two recent case studies in The Netherlands: broadcast TV on mobile phones and a mobile friend‐network service. Findings - These cases illustrate how: the market segments with the highest potential can be identified; marketing communication can be focused on specific issues important for each segment (e.g. based on the highest imitation potential); product design can be improved (by highlighting the characteristics with the most room for improving the imitation potential); and market demand can be modelled (the overall chance of imitation occurring). Practical implications - Management implications for the two services, as well as the usefulness of imitation analysis in forecasting studies, are discussed. Originality/value - The paper expands on original work published in this journal in 2005, showing the value of the approach in real‐world settings.

Keywords: Consumer behaviour; Forecasting; Product development; Telecommunications; Supply; demand and exchange (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejimpp:14601060910928157

DOI: 10.1108/14601060910928157

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