Title

Learning Effect In Multinational Diffusion Of Consumer Durables: An Exploratory Investigation

Authors

Authors

J. Ganesh; V. Kumar;V. Subramaniam

Comments

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Abbreviated Journal Title

J. Acad. Mark. Sci.

Keywords

MODELS; PATTERNS; INTERNATIONALIZATION; SUBSTITUTION; FIRM; Business

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 marker. 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. To 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 markers and the timing and order-of-entry decisions.

Journal Title

Journal of the Academy of Marketing Science

Volume

25

Issue/Number

3

Publication Date

1-1-1997

Document Type

Article

Language

English

First Page

214

Last Page

228

WOS Identifier

WOS:000071596900003

ISSN

0092-0703

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