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Modelling global diffusion

Author: Dekimpe, M. G ; Parker, Philip M. ; Sarvary, M.INSEAD Area: Marketing Series: Working Paper ; 94/72/MKT Publisher: Fontainebleau : INSEAD, 1994.Language: EnglishDescription: 31 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: This paper reports a general model of global diffusion processes. The approach recognizes "breadth and depth" of adoption by first considering the sequential introduction of the innovation across countries (breadth). Gives an introduction timing, within-country diffusion levels (depth) are subsequently modelled. We illustrate the approach using data from the cellular telephone industry for 184 countries, and provide insights which could not have been obtained using traditional techniques
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This paper reports a general model of global diffusion processes. The approach recognizes "breadth and depth" of adoption by first considering the sequential introduction of the innovation across countries (breadth). Gives an introduction timing, within-country diffusion levels (depth) are subsequently modelled. We illustrate the approach using data from the cellular telephone industry for 184 countries, and provide insights which could not have been obtained using traditional techniques

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