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

    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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