Applying Diffusion Models with Regional Heterogeneity
Steffens, Paul R. (1998) Applying Diffusion Models with Regional Heterogeneity. Marketing Letters, 9(4), pp. 361-369.
Recent studies of innovation diffusion have investigated cross-country heterogeneity, but implicitly assumed within-country homogeneity. As such, these studies potentially overlook within-country variations in diffusion patterns, which may be even more important to marketing managers and researchers alike. The current paper is concerned with such intra-country variations using one of many possible a priori segmentation schemes, namely geographic segmentation. It empirically demonstrates that when substantial regional variations in diffusion patterns occur, taking account of these regional differences improves both short- and long-term forecasting under certain conditions. Regional differences in diffusion patterns also provide some important normative implications.
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|Item Type:||Journal Article|
|Keywords:||Diffusion Models, Sales Forecasting, Sales Models, Paul Steffens|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Innovation and Technology Management (150307)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
|Divisions:||Current > Research Centres > Australian Centre for Entrepreneurship
Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Management
|Copyright Owner:||Copyright 1998 Springer|
|Copyright Statement:||The original publication is available at SpringerLink http://www.springerlink.com|
|Deposited On:||15 Mar 2007 00:00|
|Last Modified:||05 Jan 2011 13:30|
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