New-Product Diffusion Models: 11 - Rilegato

Rilegato

ISBN 10: 0792377516 ISBN 13: 9780792377511

Casa editrice: Springer-Verlag GmbH, 2000

Riassunto

Product sales, especially for new products, are influenced by many factors. These factors are both internal and external to the selling organization, and are both controllable and uncontrollable. Due to the enormous complexity of such factors, it is not surprising that product failure rates are relatively high. Indeed, new product failure rates have variously been reported as between 40 and 90 percent. Despite this multitude of factors, marketing researchers have not been deterred from developing and designing techniques to predict or explain the levels of new product sales over time. The proliferation of the Internet, the necessity or developing a road map to plan the launch and exit times of various generations of a product, and the shortening of product life cycles are challenging firms to investigate market penetration, or innovation diffusion, models. These models not only provide information on new product sales over time but also provide insight on the speed with which a new product is being accepted by various buying groups, such as those identified as innovators, early adopters, early majority, late majority, and laggards. This book aims to distill, synthesize, and integrate current thinking on the theory and practice of new product diffusion models. The assessment includes contributions by individuals who have been at the forefront of developing and applying these models in industry. The book's twelve chapters are written by a combined total of thirty-two experts who together represent twenty-five different universities and other organizations in Australia, Europe, Hong Kong, Israel, and the United States. The book should be useful for researchers and students in marketing and technological forecasting, as well as those in other allied disciplines who study relevant aspects of innovation diffusion. Practitioners in high-tech and consumer durable industries should also gain new insights from "New Product Diffusion Models". The book is divided into five parts and a case on high-definition television is included to illustrate the various features of the software. Among the book's many highlights are chapters addressing the implications posed by the Internet, globalization, and production policies upon diffusion analysis.

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Contenuti

Preface. Introduction. Part I: Overview. 1. New Product Diffusion Models: From Theory to Practice; V. Mahajan, et al. Part II: Strategic, Global and Digital Environment for Diffusion Analysis. 2. Firm Strategy and Speed of Diffusion; S. Kuester, et al. 3. Multi-Market and Global Diffusion; M. Dekimpe, et al. 4. Innovation Adoption and Diffusion in the Digital Environment: Some Research Opportunities; A. Rangaswamy, S. Gupta. Part III: Diffusion Models. 5. Modeling the Marketing Mix Influence in New Product Diffusion; F. Bass, et al. 6. Diffusion Models with Replacement and Multiple Purchases; B. Ratchford, et al. 7. Growth Models for Multi-Product Interactions: Current Status and New Directions; B. Bayus, et al. 8. Dynamic Models Incorporating Competition; R. Chatterjee, et al. 9. Disaggregate Level Diffusion Models; J. Roberts, J. Lattin. 10. Operations Planning in the Presence of Innovation Diffusion Dynamics; M.A. Cohen, et al. Part IV: Estimation. 11. Estimation Techniques for Macro Diffusion Models; W.P. Putsis, V. Srinivasan. Part V: Applications and Software. 12. Diffusion Models: Managerial Applications and Software; G.L. Lilien, et al. List of Contributors. About The Editors. References. Index.

Dettagli dell'edizione

• Editore: Springer-Verlag GmbH
• Data di pubblicazione: 2000
• Lingua: Inglese
• ISBN 10: 0792377516
• ISBN 13: 9780792377511
• Rilegatura: Copertina rigida
• Numero di pagine: 372
• Redattore: Mahajan Vijay, Wind Yoram, Muller Eitan
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile