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Handbook of Research in International Marketing

Edited by Subhash C. Jain

Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights on the revitalization of the field.
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Chapter 19: Global Diffusion Models: Back to the Future

V. Kumar


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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