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Full-Text Articles in Business

Deploying Business Ecosystems To Cope With Ecological Transformation, Arnoud Cyriel Leo De Meyer Nov 2023

Deploying Business Ecosystems To Cope With Ecological Transformation, Arnoud Cyriel Leo De Meyer

Research Collection Lee Kong Chian School Of Business

At a time when businesses must innovate quickly and in support of sustainability, "going it alone" is no longer the most effective or efficient model. Business ecosystems – networks of companies, researchers and other stakeholders each involved in a given value chain – offer an effective route to companies seeking not only to find new advantages, but to drive wider systemic change. When innovation takes place through ecosystems, often, the results are faster to diffuse through an industry or value chain. To address needs of the ecological transformation like the transition to clean fuels, this is exactly what is needed; …


Is There A Strategic Organization In The Behavioral Theory Of The Firm? Looking Back And Looking Forward, Henrich R. Greve, Cyndi Man Zhang Nov 2022

Is There A Strategic Organization In The Behavioral Theory Of The Firm? Looking Back And Looking Forward, Henrich R. Greve, Cyndi Man Zhang

Research Collection Lee Kong Chian School Of Business

In the 20 years of Strategic Organization, how well has knowledge drawn from the behavioral theory of the firm contributed to the field of strategy? We see progress both in the pages of SO! and elsewhere in the field of strategy, but this progress has been held back by divisions between strategy and organization theory in what theories should predict, what mechanisms are preferable predictors, and what outcomes are of interest. Despite these divisions, the last few years have seen particularly rapid progress, turning the behavioral theory of the firm into one of multiple organization theory sources of strategy knowledge. …


Adoption And Diffusion Of At-Home Medical Tests, Savannah Campbell, Mark Mitchell, Jerome Christia, Melissa Clark Jan 2022

Adoption And Diffusion Of At-Home Medical Tests, Savannah Campbell, Mark Mitchell, Jerome Christia, Melissa Clark

Atlantic Marketing Journal

The purpose of this study is to understand the at-home medical test market including the medical and regulatory requirements to create at-home medical tests, as well as the market factors that influence consumer adoption in the context of the COVID-19 pandemic. To address testing shortages of COVID-19 tests companies created at-home tests which were rapidly approved by the FDA, bringing at-home testing to the forefront.

History of at-home health testing is reviewed, the medical requirements for creating them, and how the pandemic has affected such testing. Tables are also included to demonstrate currently available tests and potential future tests. The …


Is First Impression Relevant In Online Health Support Communities? Preliminary Investigation Of The Effects Of Social Presence, Joseph A. Manga, Emmanuel Wusuhon Yanibo Ayaburi, Francis Andoh-Baidoo Jan 2021

Is First Impression Relevant In Online Health Support Communities? Preliminary Investigation Of The Effects Of Social Presence, Joseph A. Manga, Emmanuel Wusuhon Yanibo Ayaburi, Francis Andoh-Baidoo

Information Systems Faculty Publications and Presentations

Patients’ initial impression can influence the kind of reactions they receive and their subsequent participation. Prior studies use inference models to examine participation as a continuum phenomenon. In the online health supporting communities (OHSCs), distinguishing giving participation from receiving participation provide interesting insights at the granular level. Using social presence theory, this study identifies and uses social presence cues in the initial post of 168 patients to predict patients’ giving and receiving participation in a prominent OHSC. Findings reveal that the social presence cues affected the two participation dimensions differently. Specifically, while intimacy is the most important predictor of giving …


Strategies To Integrate Innovation Into Business Practices In The Nigerian Private Sector, John Nbanefo Chukwudifu Jan 2021

Strategies To Integrate Innovation Into Business Practices In The Nigerian Private Sector, John Nbanefo Chukwudifu

Walden Dissertations and Doctoral Studies

Business leaders not integrating innovation into their business practices exhibit lower financial performance. Business leaders integrating innovation into their business practices increase operational and financial performance. Grounded in the diffusion of innovation theory, the purpose of this qualitative multiple case study was to explore strategies business leaders in the Nigerian private sector use to effectively integrate innovation into their business practices to increase financial performance. Study participants were three business leaders who developed successful strategies to effectively integrate innovation into their business practices to increase financial performance. Data were collected from semistructured interviews, organizational documents, and artifacts. Thematic analysis was …


A Dynamic Computational Model Of Social Stigma, Myong-Hun Hun Chang, Joseph1 Harrington Jr. Mar 2020

A Dynamic Computational Model Of Social Stigma, Myong-Hun Hun Chang, Joseph1 Harrington Jr.

Business Faculty Publications

No abstract provided.


Ipv6 Diffusion Milestones: Assessing The Quantity And Quality Of Adoption, John Pickard, Mark Angolia, Dale Drummond May 2019

Ipv6 Diffusion Milestones: Assessing The Quantity And Quality Of Adoption, John Pickard, Mark Angolia, Dale Drummond

Journal of International Technology and Information Management

There are currently two versions of Internet Protocol (IP) in use today, IP version 4 (IPv4) and IP version 6 (IPv6). The original version, IPv4, was standardized in the early 1980s as part of the Defense Advanced Research Project Agency Internet program and became the official Internet protocol in 1983 (Kleinrock, 2010). IPv6 was standardized in 1995 as its successor to provide enhanced capabilities and address IPv4 technological limitations, most notable of which was the anticipated exhaustion of address space (Deering & Hinden, 1995). While the two protocols have some functional similarities, they are distinct and not backward compatible; IPv4-only …


Tax Planning Diffusion, Real Effects, And Sharing Of Benefits, Ling Cen, Edward Maydew, Liandong Zhang, Luo Zuo Aug 2018

Tax Planning Diffusion, Real Effects, And Sharing Of Benefits, Ling Cen, Edward Maydew, Liandong Zhang, Luo Zuo

Research Collection School Of Accountancy

We investigate the diffusion of tax planning across firms, and the real effects and sharing of benefits from such diffusion. Using supply chain relationships among firms as a possible diffusion channel, we find that tax planning spreads from principal customers to their dependent suppliers. We find that tax planning diffusion has real effects on product markets and that both parties to the tax planning diffusion share in the benefits. As tax planning diffuses to suppliers, suppliers share the tax savings with their customers by reducing the mark-up on their products. Finally, we show that tax planning diffusion is more pronounced …


The Adoption And Diffusion Of The Air Taxi/Air Charter Travel Innovation, Joseph Paul Leader Jan 2018

The Adoption And Diffusion Of The Air Taxi/Air Charter Travel Innovation, Joseph Paul Leader

Walden Dissertations and Doctoral Studies

The inefficient use and knowledge of direct, on-demand air taxi/air charter flights in the United States was the topic of this dissertation. The general problem studied was the inefficient use of air transportation options by business travelers in the United States. The specific problem was how business travelers in the United States learn of and thereby elect to embrace a newer air travel option. Using Rogers's diffusion of innovations theory as the framework, the dissemination of air travel choices made by business travelers using ImagineAir air taxi service in the United States was explored via a qualitative case study research …


Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy Jan 2018

Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy

Walden Dissertations and Doctoral Studies

Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews and a …


Communication Network Among Campus Sustainability Influencers, Alexandra C. Freling Jul 2016

Communication Network Among Campus Sustainability Influencers, Alexandra C. Freling

Honors Thesis

Systems of all types require efficient communication between its parts and units in order to be successful and e ective. It is thus important to understand a systems units in order to better advance its operations. In this study, we look at Loyola Marymount University (LMU) as a systematic organization in regards to the universitys execution of its environmental sustainability endeavors. This approach allows for the identification of the path by which important environmental sustainability information is communicated, is learned, and is acted upon at LMU. Through various network centrality measurements, I will develop a visual representation of the communication …


Whose Talk Is Walked? It Decentralizability, Vendor Versus Adopter Discourse, And The Diffusion Of Social Media Versus Big Data, Shaila Miranda, Inchan Kim, Dawei David Wang Dec 2015

Whose Talk Is Walked? It Decentralizability, Vendor Versus Adopter Discourse, And The Diffusion Of Social Media Versus Big Data, Shaila Miranda, Inchan Kim, Dawei David Wang

Business and Information Technology Faculty Research & Creative Works

Discourse plays a central role in organizing vision and computerization movement perspectives on IT innovation diffusion. While we know that different actors within a community contribute to the discourse, we know relatively little about the roles different actors play in diffusing different types of IT innovations. Our study investigates vendor versus adopter roles in social media and big data diffusion. We conceptualize the difference between the two IT innovations in terms of their decentralizability, i.e., extent to which decision rights pertinent to adoption of an organizational innovation can be decentralized. Based on this concept, we hypothesized: (1) adopters would contribute …


Understanding The Adoption Behavior Of Indian Consumers: The Key To Enhance The Diffusion Of Personal Computers, Chitra Krishnaswamy Jan 2015

Understanding The Adoption Behavior Of Indian Consumers: The Key To Enhance The Diffusion Of Personal Computers, Chitra Krishnaswamy

Communications of the IIMA

The market for personal computers, particularly in the household segment, is burgeoning on account of the liberalization, privatization and globalization measures initiated by Government of India. Consequently competition to win over the PC market has intensified. This scenario has enhanced the need for understanding the adoption behavior of the personal computer which would enable marketers to arrive at strategies corresponding to the target markets socio, economic, political, cultural and competitive setting at the macro level and adopter-centered approach at the micro level. This study is based on the collection of primary data from 335 adopters of personal computers and 165 …


Pollution Diffusion And Abatement Activities Across Space And Over Time, Davide La Torre, Danilo Liuzzi, Simone Marsiglio Jan 2015

Pollution Diffusion And Abatement Activities Across Space And Over Time, Davide La Torre, Danilo Liuzzi, Simone Marsiglio

Faculty of Business - Papers (Archive)

We analyze the spatio-temporal dynamics of capital and pollution in an economic growth model with purposive environmental protection activities. The production process of a unique homogeneous good generates pollution, thus the increases in output associated with economic growth tend to rise the stock of pollution. Pollution is a negative production externality which thus feeds back on the economy lowering the level of output; in order to compensate for such a negative effect associated with economic development, pollution is reduced by publicly funded abatement activities. We firstly consider a Solow-type framework in which economic and environmental policies are completely exogenous, and …


Social Media Networks: The Social Influence Of Sentiment Content In Online Conversations On Dynamic Patterns Of Adoption And Diffusion, Tung Cu Jan 2015

Social Media Networks: The Social Influence Of Sentiment Content In Online Conversations On Dynamic Patterns Of Adoption And Diffusion, Tung Cu

LSU Doctoral Dissertations

The current study is focusing on diffusion and adoption of new digital artifacts. The goal is to explore the social role of user-generated content (UGC) during the diffusion process of digital artifacts in the context of online social networks. The study spans a wide range of analytics methods and tools such as predictive modeling, latent sentiment analysis, data retrieval, and other tools of time-series analysis & visualization. Data collection is conducted on 260 new digital products and more than 105 thousand social network nodes. Results of the study provide a deeper insight into the influence of textual UGC sentiment on …


Spreading The Char: The Importance Of Local Compatibility In The Diffusion Of Biochar Systems To The Smallholder Agriculture Community Context, Laura C. V. Munoz May 2014

Spreading The Char: The Importance Of Local Compatibility In The Diffusion Of Biochar Systems To The Smallholder Agriculture Community Context, Laura C. V. Munoz

Pomona Senior Theses

This thesis enters the context of smallholder agriculture communities in the developing world. It explores the potentials of biochar and what biochar systems could bring to the smallholder communities while simultaneously bringing environmental benefits. It then acknowledges the challenges of diffusion –the spreading of an unfamiliar innovation. It seeks to answer the question of what will make diffusion of biochar systems more successful in the smallholder context, fixating on the characteristic of compatibility as well as the role local community members can play in making a new biochar system more visible to the rest of the communities.


Organizational Fields, Transnational Business Governance Interactions And The Diffusion Of Csr, Melanie Coni-Zimmer Jan 2014

Organizational Fields, Transnational Business Governance Interactions And The Diffusion Of Csr, Melanie Coni-Zimmer

Transnational Business Governance Interactions Working Papers

The paper analyzes the process of global diffusion of Corporate Social Responsibility (CSR) in the oil industry and how interactions between different actors have contributed to this outcome. It starts from the empirical puzzle that CSR has spread globally among transnational corporations since the mid 1990s (diffusion of CSR as a dependent variable). To explain this phenomenon, the paper presents a theoretical argument based on insights from sociological neo-institutionalism. It uses the concept of organizational fields as social spaces where organizations interact with one another. The structuration of an organizational field leads to processes of homogenization among the organizations belonging …


Diffusion Of Social Network Technology And Overuse Among Health Industry Knowledge Workers, Abdel Rahman Toure Jan 2014

Diffusion Of Social Network Technology And Overuse Among Health Industry Knowledge Workers, Abdel Rahman Toure

Walden Dissertations and Doctoral Studies

Many organizations now realize the important role of social network technology (SNT) in building social capital and hence broadening their customer base. However, observations have indicated that, while working, many knowledge workers use SNT to engage in non-job related activities, potentially leading to a decrease in productivity. The purpose of this study was to examine the relationship between the usage of SNT and productivity in the health sector. The theoretical foundation of this study emanated from Rogers's theory of diffusion of innovations and Campbell, Rodney, Scott, and Christopher's theory of performance. Collection of data involved a self-administered survey designed with …


Ideology Diffusion And The Role Of Accounting: A Gramscian Approach To Understanding China's Transition From 1949 To 1957, Lina Xu, Corinne Cortese, Eagle Zhang Jan 2014

Ideology Diffusion And The Role Of Accounting: A Gramscian Approach To Understanding China's Transition From 1949 To 1957, Lina Xu, Corinne Cortese, Eagle Zhang

Faculty of Business - Papers (Archive)

Using Gramsci's concept of hegemony, the aim of this article is to explore the role of ideology diffusion in creating and maintaining Mao's political hegemony during the period 1949 to 1957, and to consider how accounting practices were reflected in this period of transition in China. In particular, we provide an understanding of how accounting systems have changed under the influence of various political ideologies in China, being the New Democracy and the socialist ideology adopted from the Soviet Union, by considering the relationships and struggles between organic and traditional intellectuals that Gramsci has theorized. We find that the diffusion …


National Sources Of Leadership In 3g M-Business Applications: A Framework And Evidence From Three Global Regions, Mark Lehrer, Nikhilesh Dholakia, Nir Kshetri Feb 2013

National Sources Of Leadership In 3g M-Business Applications: A Framework And Evidence From Three Global Regions, Mark Lehrer, Nikhilesh Dholakia, Nir Kshetri

Nikhilesh Dholakia

Countries such as Finland and Sweden have exhibited long-established patterns of leadership in mobile telecommunications in general, while Japan's NTT DoCoMo represents an early national-level exemplar of a major m-commerce business system. The task of identifying and profiling the types of national leadership patterns likely to prevail in 3G wireless networks of Europe, Asia, and elsewhere, however, is a challenging one. This is because new technological and other forces are coming into play in the post-GSM world. In this paper, we present a framework and some evidence to show the potential national leadership patterns in 3G mbusiness applications in Asia-Pacific, …


Critical Success Factors Of Technological Innovation And Diffusion In Higher Education, Wayne Dennison Ph.D. Dec 2012

Critical Success Factors Of Technological Innovation And Diffusion In Higher Education, Wayne Dennison Ph.D.

Wayne Dennison

This case study surveyed faculty members and information technology (IT) leaders within the State System of Higher Education (SSHE) and at Southern Regional State University (SRSU) to examine their perceptions of technological innovation, adoption, and diffusion in higher education. The data gathered identified seventeen critical success factors affecting technological innovation, adoption, and diffusion and was used to evaluate how the perceptions faculty compared to those of IT leaders within a single university setting. Examining and comparing the perceptions of these two groups regarding critical success factors for innovation, adoption, and diffusion of technology provided insight into elements influencing technological innovation …


Mobile Information Access And Diffusion In Ambulatory Care Service Settings, Jason P. Sargent, Peter W. Eklund, Amanda Ryan, Lois Burgess, Joan Cooper, Carole Alcock, Damien Ryan Nov 2012

Mobile Information Access And Diffusion In Ambulatory Care Service Settings, Jason P. Sargent, Peter W. Eklund, Amanda Ryan, Lois Burgess, Joan Cooper, Carole Alcock, Damien Ryan

Lois Burgess

Clinical information systems for Ambulatory Care are predominantly paper-based. This paper represents a preliminary overview (work-in-progress) of the electronic Point of Care (ePOC) Personal Digital Assistant Project- a mobile e-Health research and development project and the intrinsic considerations which arise when designing alternative electronic patient data management systems tailored to Ambulatory Care. Its purpose is to address issues which allow technological enablement of electronic patient data management in the delivery of home-based medical care. We present the methodological considerations for document management within this e-Health setting and proposed rollout of an electronic Point-Of-Care (ePOC) system. While the replacement of more …


Gifticon, An Innovative New Service Standing At Crossroads, Sang Hoon Kim, Hee Jin Kim Jul 2012

Gifticon, An Innovative New Service Standing At Crossroads, Sang Hoon Kim, Hee Jin Kim

Asia Marketing Journal

Gifticon is an innovative new service of SK Marketing & Company. Launched in the end of 2006 for the first time in the world, the mobile gift certificate is in the form of a SMS message that bears a bar code to exchange with real products sent to the intended recipient through internet portal, messenger or/and mobile phones. The service started by connecting individuals (B2C business) and was expanded to the new marketing tools of companies (B2B business). While the business took off with soft progress in the initial year of launch, Gifticon business finally gained its momentum in the …


It Outsourcing Adoption By Small And Medium Enterprises: A Diffusion Of Innovation Approach, Abhijit Chaudhury, Pratyush Bharati Apr 2012

It Outsourcing Adoption By Small And Medium Enterprises: A Diffusion Of Innovation Approach, Abhijit Chaudhury, Pratyush Bharati

Pratyush Bharati

The study investigates factors contributing to the adoption of IT services outsourcing (ITO) by small and medium enterprises (SMEs) in western countries. The focus is on the process of diffusion and adoption of ITO as a management innovation. The paper is written from the perspective of ITO vendors from developing countries and seeks to identify steps that will help these vendors sell ITO services to SMEs in first world countries. The model is motivated by two research streams: diffusion of innovation theory and institutional theory. The model posits that vendors should exploit the fit among three factors (as it is …


The Diffusion Of Microgeneration Technologies.: Assessing The Influence Of Perceived Product Characteristics On Home Owners’ Willingness To Pay, Marius Claudy, Claus Michelsen, Aidan O'Driscoll Jan 2011

The Diffusion Of Microgeneration Technologies.: Assessing The Influence Of Perceived Product Characteristics On Home Owners’ Willingness To Pay, Marius Claudy, Claus Michelsen, Aidan O'Driscoll

Articles

This study presents empirical insight into willingness to pay (WTP) for microgeneration technologies and the relative influence of subjective consumer perceptions. First, we apply a double-bounded-contingent valuation method to elicit Irish home owners’ willingness to pay for micro wind turbines, wood pellet boilers, solar panels and solar water heaters. Utilizing findings from the adoption of innovation literature, in a second step, we assess the influence of different antecedents on WTP for each of the four technologies, including (1) home owners’ perception of product characteristics, (2) normative influences, and (3) socio demographic characteristics. Our results show that WTP varies significantly between …


Consumer Awareness In The Adoption Of Microgeneration Technologies: An Empirical Investigation In The Republic Of Ireland, Marius Claudy, Claus Michelsen, Aidan O'Driscoll, Michael Mullen Jan 2010

Consumer Awareness In The Adoption Of Microgeneration Technologies: An Empirical Investigation In The Republic Of Ireland, Marius Claudy, Claus Michelsen, Aidan O'Driscoll, Michael Mullen

Articles

Despite major policy and marketing efforts, the uptake of microgeneration technologies in most European countries remains low. Whereas most academic studies and policy reports aim to identify the underlying reasons why people buy these new technologies, they often fail to assess the general level of consumer awareness. The process of adopting an innovation, however, shows that awareness is a prerequisite which needs to be understood before adoption can be addressed. This paper takes a closer look at awareness of microgeneration and presents the results from a nationally representative study conducted in the Republic of Ireland. Findings from logistic regressions clearly …


Crop Updates 2009 - Genetically Modified Crops, Nutrition, Soils, & Others, Wallace Cowling, Art Diggle, Caroline Peek, Frank D'Emden, Fiona Evans, Bob French, Rob Grima, Sam Harburg, Abul Hashem, John Holmes, Jeromy Lemon, Peter Newman, Janet Paterson, Steve Penny, Peter Portman, Mark Slatter, Angus Maclennan, Andrew Wells, Bill Bowden, Wayne Pluske, Wen Chen, Geoff Anderson, Ross Brennan, Richard Bell, Hannah Rigby, Deborah Pritchard, David Collins, Katrina Walton, David Allen, Nancy Penney, Michael Robertson, Roger Lawes, Stephen Davies, Chris Gazey, Breanne Best, David Gartner, Quenten Knight, Joel Andrew, Ryan Pearce, F. C. Hoyle, A. Bennett, Rick Llewellyn, Ken Flower, Julian Krieg, Owen Catto, Cindy Parsons Feb 2009

Crop Updates 2009 - Genetically Modified Crops, Nutrition, Soils, & Others, Wallace Cowling, Art Diggle, Caroline Peek, Frank D'Emden, Fiona Evans, Bob French, Rob Grima, Sam Harburg, Abul Hashem, John Holmes, Jeromy Lemon, Peter Newman, Janet Paterson, Steve Penny, Peter Portman, Mark Slatter, Angus Maclennan, Andrew Wells, Bill Bowden, Wayne Pluske, Wen Chen, Geoff Anderson, Ross Brennan, Richard Bell, Hannah Rigby, Deborah Pritchard, David Collins, Katrina Walton, David Allen, Nancy Penney, Michael Robertson, Roger Lawes, Stephen Davies, Chris Gazey, Breanne Best, David Gartner, Quenten Knight, Joel Andrew, Ryan Pearce, F. C. Hoyle, A. Bennett, Rick Llewellyn, Ken Flower, Julian Krieg, Owen Catto, Cindy Parsons

Crop Updates

This session covers fifteen papers from different authors:

1. Performance of Canola Breeders Roundup Ready® canola hybrid CHYB-166 in 2008, Wallace Cowling, Canola Breeders Western Australia Pty Ltd

2. The implications of GM glyphosate resistant lupin, Art Diggle, Caroline Peek, Frank D’Emden, Fiona Evans, Bob French, Rob Grima, Sam Harburg, Abul Hashem,, John Holmes, Jeremy Lemon, Peter Newman, Janet Paterson, Steve Penny,Department of Agriculture and Food, Peter Portmann, Agriconnect

3. Nufarm Roundup Ready® Canola Systems Trials— 2008 Mark Slatter, Research and Development …


Smes And Competitiveness: The Role Of Information Systems, Pratyush Bharati, Abhijit Chaudhury Jan 2009

Smes And Competitiveness: The Role Of Information Systems, Pratyush Bharati, Abhijit Chaudhury

Management Science and Information Systems Faculty Publication Series

In this introductory article for the special issue on “SMEs and Competitiveness—The Role of Information Systems,” we provide a review of the current state of research on information systems and SMEs. A framework is provided that illustrates where the research has been concentrated and which areas are just beginning to be explored. The six articles that constitute this special issue are described in terms of this framework. A brief review of the articles is provided in which we indicate the question addressed, the factors taken into account, the nature of the research, and the dominant theory and perspective used in …


해외 복수 시장 진출 기업의 제품 매출 이륙 시점 예측 모형에 관한 연구, Jai Hak Chung, Ho Kyung Chung Jul 2008

해외 복수 시장 진출 기업의 제품 매출 이륙 시점 예측 모형에 관한 연구, Jai Hak Chung, Ho Kyung Chung

Asia Marketing Journal

The objective of our study is to provide an exploratory model for forecasting sales take-off timing of a product in the context of multi-national markets. We evaluated the usefulness of key predictors such as multiple market information, product attributes, price, and sales for the forecasting of sales take-off timing by applying the suggested model to monthly sales data for PDP and LCD TV provided by a Korean electronics manufacturer. We have found some important results for global companies from the empirical analysis. Firstly, innovation coefficients obtained from sales data of a particular product in other markets can provide the most …


확산과정에서의 세 번째 의사전달경로, Sang June Park, Chang Hoon Shin Oct 2006

확산과정에서의 세 번째 의사전달경로, Sang June Park, Chang Hoon Shin

Asia Marketing Journal

The Bass model assumes two communication channels: mass-media and word-of-mouth. In this paper, we call the mass-media Type Ⅰ channel of communications. The word-of-mouth channel means interaction between non-adopters and adopters. Let us call it Type Ⅱ channel of communications. In the real world, however, the non-adopters who are not aware of the innovation can be affected by communications with other non-adopters who are aware of it. Let us call it Type Ⅲ channel of communications to differentiate with Type Ⅱ channel. This paper analyzes the impact of Type Ⅲ channel on diffusion process. The result shows that exponential growth …