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Applying Diffusion Models with Regional Heterogeneity

Steffens, Paul R. (1998) Applying Diffusion Models with Regional Heterogeneity. Marketing Letters, 9(4), pp. 361-369.

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Abstract

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.

Impact and interest:

7 citations in Scopus
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334 since deposited on 15 Mar 2007
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ID Code: 6514
Item Type: Journal Article
Keywords: Diffusion Models, Sales Forecasting, Sales Models, Paul Steffens
DOI: 10.1023/A:1008041517592
ISSN: 1573-059X
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
Last Modified: 05 Jan 2011 23:30

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