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Influence Of Personal Communication Networks On Innovation Adoption — Using Multi-Agent Simulations To Project The Launch Of An Innovative Medical Device

Author

Listed:
  • 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)

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.

Suggested Citation

  • Christian Barrot & Jan Kuhlmann & Andrea Popa, 2013. "Influence Of Personal Communication Networks On Innovation Adoption — Using Multi-Agent Simulations To Project The Launch Of An Innovative Medical Device," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 10(05), pages 1-19.
    • Handle: RePEc:wsi:ijitmx:v:10:y:2013:i:05:n:s021987701340021x
    DOI: 10.1142/S021987701340021X
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