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Some Problems in Using Diffusion Models for New Products.

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Bibliographic Details
Title:	Some Problems in Using Diffusion Models for New Products.
Authors:	Bernhardt, Irwin, Mackenzie, Kenneth D., Waterloo Univ. (Ontario). Dept. of Management Sciences., Pennsylvania State Univ., University Park. Dept. of Economics.
Peer Reviewed:	N
Page Count:	58
Publication Date:	1970
Sponsoring Agency:	National Science Foundation, Washington, DC.
Report Number:	WP-11
Descriptors:	Adoption (Ideas), Diffusion, Economic Change, Innovation, Marketing, Mathematical Models, Merchandising, Theories
Abstract:	This paper analyzes some of the problems of using diffusion models to formulate marketing strategies for new products. Though future work in this area appears justified, many unresolved problems limit its application. There is no theory for adoption and diffusion processes; such a theory is outlined in this paper. The present models are too restrictive and fail to include the variables that a marketing manager has at his disposal. Six models that remove some theoretical and methodological restrictions are presented. The marketing implications for the assumptions in the models are discussed, and estimation problems are considered. (Author)
Journal Code:	RIEMAY1971
Entry Date:	1971
Accession Number:	ED046078
Database:	ERIC

Description
Abstract:	This paper analyzes some of the problems of using diffusion models to formulate marketing strategies for new products. Though future work in this area appears justified, many unresolved problems limit its application. There is no theory for adoption and diffusion processes; such a theory is outlined in this paper. The present models are too restrictive and fail to include the variables that a marketing manager has at his disposal. Six models that remove some theoretical and methodological restrictions are presented. The marketing implications for the assumptions in the models are discussed, and estimation problems are considered. (Author)