A Critical Review of Marketing Research on Diffusion of New Products
Review of Marketing Research, pp. 39-80, 2007
79 Pages Posted: 11 Mar 2007 Last revised: 19 Apr 2013
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
Suggested Citation: Suggested Citation