INFLUENCE OF PERSONAL COMMUNICATION NETWORKS ON INNOVATION ADOPTION — USING MULTI-AGENT SIMULATIONS TO PROJECT THE LAUNCH OF AN INNOVATIVE MEDICAL DEVICE

Christian Barrot (), Jan Kuhlmann () and Andrea Popa ()
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Christian Barrot: Department of Management and Economics, Kühne Logistics University, Großer Grasbrook 17, 20457 Hamburg, Germany
Jan Kuhlmann: Institute for Innovation Research, Christian-Albrecht-University, Westring 425, 24118 Kiel, Germany
Andrea Popa: Department for Technology Management, Christian-Albrecht-University, Westring 425, 24118 Kiel, Germany

International Journal of Innovation and Technology Management (IJITM), 2013, vol. 10, issue 05, 1-19

Abstract: Adoption processes are often heavily influenced by interpersonal communication. Marketing managers are increasingly trying to use these relationships to foster the market penetration of their products. In an empirical study of the US market for an innovative medical device, we survey the social network of (mostly chief) anesthetists from 151 hospitals. We confirm the influences from personal communication on individual adoption decisions through hazard regressions. We then use a multi-agent modeling framework trying to identify what seeding strategies would have been optimal to achieve a fast market penetration, i.e. which and how many anesthetists should be selected to initiate personal communication processes.

Keywords: Adoption; seeding; social networks; agent-based modeling; medical innovation (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1142/S021987701340021X

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