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International Product Diffusion

Part 6. International Marketing

  1. Eden Yin

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06042

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Yin, E. 2010. International Product Diffusion. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. University of Cambridge, Cambridge, UK

Publication History

  1. Published Online: 15 DEC 2010

Abstract

This entry discusses the key factors that drive the international product diffusions across countries.

Keywords:

  • international product diffusion;
  • product takeoff;
  • globalization;
  • adoption;
  • waterfall strategy;
  • sprinkler strategy