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Innovation Diffusion

Part 1. Marketing Strategy

  1. Vijay Mahajan

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01026

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Mahajan, V. 2010. Innovation Diffusion. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. University of Texas at Austin, Austin, TX, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

This article highlights (i) the objectives of the innovation diffusion models, (ii) the role of interpersonal communication, signals, and network externalities in determining the speed and shape of the diffusion process in a social system, and (iii) possible applications of diffusion models in marketing.

Keywords:

  • innovation diffusion;
  • innovation adoption;
  • new product forecasting