Title: A study of the diffusion parameters and marketing decision variables for a family of technological innovations
Authors: Udayan Chanda, A.K. Bardhan
Addresses: Department of Operational Research, University of Delhi, Delhi – 110007, India. ' Faculty of Management Studies, University of Delhi, Delhi – 110007, India
Abstract: Business organisations introduce new products in the market to beat competition and increase profit. For high-technology products, continuous innovations promise better performance, feature enhancements and quality improvement. Often, consecutive technology generations compete in the market, which calls for synergistic decision-making on marketing variables. At around the time of its introduction, the time path of prices for two competing technologies can show interesting patterns vis-a-vis their sales. It is important to understand the influence of marketing variables on consumer psychology to predict the adoption process of new technology. This paper focuses on studying the relative changes in diffusion parameters and marketing decision variables through sales models developed for multiple-generation products.
Keywords: innovation diffusion; new products; sales growth; technology substitution; marketing decisions; technology marketing; technological innovation; decision variables; consumer psychology; diffusion parameters.
International Journal of Technology Marketing, 2008 Vol.3 No.4, pp.358 - 375
Published online: 05 Dec 2008 *Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article