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

79 Pages Posted: 11 Mar 2007 Last revised: 19 Apr 2013

See all articles by Deepa Chandrasekaran

Deepa Chandrasekaran

University of Texas at Austin

Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing

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

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: https://ssrn.com/abstract=969775

Deepa Chandrasekaran (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States
3236330823 (Phone)

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

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