TITLE

Learning Effect in Multinational Diffusion of Consumer Durables: An Exploratory Investigation

AUTHOR(S)
Ganesh, Jaishankar; Kumar, V.; Subramaniam, Velavan
PUB. DATE
June 1997
SOURCE
Journal of the Academy of Marketing Science;Summer97, Vol. 25 Issue 3, p214
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Literature reflects that a product/technological innovation introduced later in a country results in faster diffusion as the consumers in the lag market have an opportunity to learn about the new product from the consumers in the lead market. A systematic understanding of the learning that takes place between consumers in two countries-a pair of lead and lag countries-can provide insights for a firm's international market entry decisions. Th provide a richer understanding of the underlying structure and patterns that govern this process, propositions linking factors (country characteristics, product/innovation characteristics, and time lag) to the learning process are drawn Subsequently, these propositions are tested through an empirical investigation of the diffusion patterns of four consumer innovations in multiple European countries. The findings help provide some preliminary guidelines for manufacturers regarding selection of foreign markets and the timing and order-of-entry decisions.
ACCESSION #
9708150622

 

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