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

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  • Peres, Renana
  • Muller, Eitan
  • Mahajan, Vijay

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.

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  • Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
  • Handle: RePEc:eee:ijrema:v:27:y:2010:i:2:p:91-106
    DOI: 10.1016/j.ijresmar.2009.12.012
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