Chapter 19: Global Diffusion Models: Back to the Future
19. Global diﬀusion models: back to the future V. Kumar INTRODUCTION With today’s market converging towards forming a dynamic and global arena for selling and buying products, sensible marketing has become the catchphrase for success. What to sell? When to sell? Where to sell? All these questions loom large over every market-based decision-making process. Even though the market is shrinking, there exist diﬀerences between any two given markets. These subtle diﬀerences can, in eﬀect, make or break a marketing eﬀort. A market is like a living, breathing entity with a mind of its own; each market reacting in a diﬀerent way to a marketing eﬀort. So is there a deﬁnite way, a strategy, for a ﬁrm to go about the marketing process? Is there a tried and tested way of understanding and penetrating a market? Study of multinational diﬀusion models is precisely the way to go about answering the previous question. This chapter is a compilation of the various studies in the ﬁeld of global diﬀusion that tries to explain the phenomenon. This review attempts to encapsulate the past studies and the current studies in the ﬁeld of multinational diﬀusion models and ﬁnally draws conclusions about the future of multinational diﬀusion models. HISTORY Cross-national Diﬀusion Research Any diﬀusion model in the ﬁeld of marketing today can be traced back to the Bass model, which considers the adoption of an innovation within a market or population as...
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