Diffusion of Innovation was one of my favourite research topics while studying my Masters of Business in International Marketing.
The Diffusion of Innovation theory was originally published by Everett Rogers in 1962, however the world has changed dramatically in the forty years since, with the notable rise of globalisation and the Internet.
There has only been a handful of studies into multi-national diffusion of innovation, so I developed this free white paper to discuss its influence of the current global innovation phenomenon, the Apple iPhone.
The eBook develops a working framework titled the ‘Newton Ball Diffusion Acceleration Effect’, which predicts the potential accelerated rate of diffusion for the iPhone in Australia (lag market) versus the United States (lead market), using Rogers Perceived Attributes of Innovations, and Ganesh et al (1997) Factors Influencing the Learning Process framework.
The strengths of the framework are that it provides marketers with a visual representation of the acceleration effect in lag markets, and may assist in decision making as to whether to launch an innovation in many markets at once using a sprinkler strategy, or in a phased approach to capitalise on the learning effect using a waterfall strategy (Ohmae 1985).
The framework does have weaknesses and issues, with factors other than the learning effect, such as price, competition, and government policies, having significant impacts on the rate of diffusion in the lag market. There is also further research required to determine whether the framework is generalisable when using developing markets as the lag market.
But all in all, there is no other eBook out there like this!
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