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A Critical Review of Marketing Research on Diffusion of New Products

Deepa Chandrasekaran
Lehigh University - College of Business & Economics

Gerard J. Tellis
University of Southern California - Marshall School of Business, Department of Marketing

Review of Marketing Research, pp. 39-80, 2007
Marshall School of Business Working Paper No. MKT 01-08

Abstract:
We critically examine alternate models of the diffusion of new products and the turning points of the diffusion curve. On each of these topics, we focus on the drivers, specifications, and estimation methods researched in the literature. We discover important generalizations about the shape, parameters, and turning points of the diffusion curve and the characteristics of diffusion across early stages of the product life cycle. We point out directions for future research.

Keywords: diffusion, product life cycle

Accepted Paper Series

Date posted: March 11, 2007 ; Last revised: July 01, 2008

Suggested Citation

Chandrasekaran, Deepa and Tellis, Gerard J., A Critical Review of Marketing Research on Diffusion of New Products. Review of Marketing Research, pp. 39-80, 2007 ; Marshall School of Business Working Paper No. MKT 01-08. Available at SSRN: http://ssrn.com/abstract=969775

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Contact Information

Deepa Chandrasekaran (Contact Author) Lehigh University - College of Business & Economics ( email ) 621 Taylor St. Bethlehem, PA 18015 United States
Gerard J. Tellis University of Southern California - Marshall School of Business, Department of Marketing ( email ) Hoffman Hall 701 Los Angeles, CA 90089-0443 United States 213-740-5031 (Phone) 213-740-7828 (Fax) HOME PAGE: http://gtellis.net