TY - JOUR
T1 - New-product diffusion models
AU - Mahajan, Vijay
AU - Muller, Eitan
AU - Bass, Frank M.
PY - 1993/1/1
Y1 - 1993/1/1
N2 - This chapter describes the contributions of management and marketing science literature to the cumulative understanding of the dynamics of innovation diffusion. As a theory of communications, diffusion theory's main focus is on communication channels. Communication channels are the means by which information about an innovation is transmitted to or within the social system. These means consist of both the mass media and interpersonal communication channels. Individual members of a social system have different propensities for relying on mass media or interpersonal channels for seeking information about the innovation. Interpersonal communication, including nonverbal observations, is important influences in determining the speed and shape of the diffusion process in a social system.
AB - This chapter describes the contributions of management and marketing science literature to the cumulative understanding of the dynamics of innovation diffusion. As a theory of communications, diffusion theory's main focus is on communication channels. Communication channels are the means by which information about an innovation is transmitted to or within the social system. These means consist of both the mass media and interpersonal communication channels. Individual members of a social system have different propensities for relying on mass media or interpersonal channels for seeking information about the innovation. Interpersonal communication, including nonverbal observations, is important influences in determining the speed and shape of the diffusion process in a social system.
UR - http://www.scopus.com/inward/record.url?scp=77957052764&partnerID=8YFLogxK
U2 - 10.1016/S0927-0507(05)80031-3
DO - 10.1016/S0927-0507(05)80031-3
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AN - SCOPUS:77957052764
SN - 0305-0548
VL - 5
SP - 349
EP - 408
JO - Computers and Operations Research
JF - Computers and Operations Research
IS - C
ER -