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Applying Diffusion Models with Regional Heterogeneity

By Paul R. Steffens


Recent studies of innovation diffusion have investigated cross-country heterogeneity, but implicitly assumed within-country homogeneity. As such, these studies potentially overlook within-country variations in diffusion patterns, which may be even more important to marketing managers and researchers alike. The current paper is concerned with such intra-country variations using one of many possible a priori segmentation schemes, namely geographic segmentation. It empirically demonstrates that when substantial regional variations in diffusion patterns occur, taking account of these regional differences improves both short- and long-term forecasting under certain conditions. Regional differences in diffusion patterns also provide some important normative implications

Topics: 150300 BUSINESS AND MANAGEMENT, 150307 Innovation and Technology Management, 150599 Marketing not elsewhere classified, Diffusion Models, Sales Forecasting, Sales Models, Paul Steffens
Publisher: Springer
Year: 1998
DOI identifier: 10.1023/A:1008041517592
OAI identifier: oai:eprints.qut.edu.au:6514

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