When giving some away makes sense to jump-start the diffusion process
AbstractThis paper uses an analytical model to examine when it makes sense to provide incentives to innovators to adopt a new product. The model allows for separate segments of innovators and imitators, each of which follows a Bass-type diffusion process. Interestingly “seeding” the market is optimal for a limited range of situations and these do not appear to include those where there is a downturn in sales (chasm) as sales move from the first to the second segment. Copyright Springer Science + Business Media, LLC 2006
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Bibliographic InfoArticle provided by Springer in its journal Marketing Letters.
Volume (Year): 17 (2006)
Issue (Month): 4 (December)
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Web page: http://www.springerlink.com/link.asp?id=100312
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