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Commentary on Jacob Goldenberg, Barak Libai and Eitan Muller's "The chilling effects of network externalities"

Author: Gatignon, Hubert INSEAD Area: MarketingIn: International Journal of Research in Marketing, vol. 27, no. 1, March 2010 Language: EnglishDescription: p. 16-17.Type of document: INSEAD ArticleNote: Please ask us for this itemAbstract: This commentary builds on the paper by Goldenberg, Libai, and Muller (2009) and on the areas of the contribution it makes to the field: the distinction between word-of-mouth and network externality effects, agent-based simulations and extensions of the Bass model for aggregate models including word-of-mouth and network externalities. It reflects on some of the issues raised by this paper and provides directions which the author thinks would be beneficial for future diffusion modeling efforts
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This commentary builds on the paper by Goldenberg, Libai, and Muller (2009) and on the areas of the contribution it makes to the field: the distinction between word-of-mouth and network externality effects, agent-based simulations and extensions of the Bass model for aggregate models including word-of-mouth and network externalities. It reflects on some of the issues raised by this paper and provides directions which the author thinks would be beneficial for future diffusion modeling efforts

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