A Conceptual Model for Adoption and Diffusion Process of A New Product

In the past several years, researchers have started to notice successful products whose sales patterns show rapidly declining diffusion patterns. These products include certain movies, computer software, TV game software, music CDs, etc. (e.g., Windows95 (up grade version), Final Fantasy, Terminator 2; Sawhney and Eliashberg 1996, Yamada et al. 1997, Moe and Fader 1998). These declining diffusion patterns have been rather neglected in the field of marketing (Bass 1969) because they were regarded as being peculiar to unsuccessful products, even though before Bass (1969), Fourt and Woodlock (1960) predicted first purchases of grocery products by an exponential model and in theory Lekvall and Wahlbin (1973) raised the possibility of various diffusion patterns from a bell-shaped one (logistic model) to a rapidly declining one (modified exponential model) using a mixed model similar to the Bass diffusion model. Also after Bass (1969), Gatignon and Robertson (1985) discussed the same possibility with 29 propositions. Generally speaking, however, there were no such studies that include rapidly declining diffusion patterns until recently except for the above studies (e.g., Sawhney and Eliashberg 1996; Yamada et al. 1997; Moe and Fader 1998). However, the relative importance of the entertainment industry or contents industry and IT-related industry has become greater due to the growth of the "networked" society. We believe that it is time to take a closer look at these products showing rapidly declining diffusion patterns from product classification and diffusion theory points of view. Establishing a conceptual model of adoption and diffusion process of a new product, we proposed the third "high involvement" adoption model. We call such a product as an eagerly wanted product and define it as anything that can be offered to a market to satisfy an eager want or need. Then we establish operational hypotheses to test the conceptual hypothesis that an eagerly wanted product should take a rapidly declining diffusion pattern from the beginning. We tested the following operational hypotheses on sales patterns of 254 new popular music CDs including albums and singles sold in one of the national chains of convenience stores in Japan. Common practice of music CD consumers in Japan is that they first rent single CDs and then buy albums. H1: A popular music album CD is an eagerly wanted product, that is, its diffusion pattern is rapidly declining. H2: The fraction of rapidly declining diffusion patterns for album CDs is greater than that for single CDs. H3: Sales pattern of a new singer's debut single CD does not take a rapidly declining diffusion pattern. H4: The sales pattern of a debut single of a new group or a singer produced through a well-designed process is a rapidly declining one. We also tested sales patterns of new products of beer and low malt liquor as additional evidence to H2 and H3, because new beer products may be anticipated through promotional efforts but may not be awaited as eagerly as CD albums. We obtained favorable results on all four hypotheses. As an implication of this study, a set of strategies for product development and introduction for an eagerly wanted product is proposed: (1) One should let consumers be involved from the development stage (the outset); for example (a) the ASAYAN project of TV Tokyo (see Section 4.2); (b) the use of famous artists, movie stars, and directors; (c) creating a series etc. (2) Before the introduction of a new product, its promotion and publicity should be done as intensively and widely as possible in the target market. Use media mix, etc. (3) The initial price should be set at the most reasonable level possible or free if possible. (4) To obtain a large potential market quickly, make as many business alliances as possible.Innovation diffusion process, Product classification, Diffusion pattern classification, Popular music CDs,

Detection and identification of Leishmania species within naturally infected sand flies in the Andean areas of Ecuador by a polymerase chain reaction

The surveillance of prevalent Leishmania and sand fly species in endemic areas is important for prediction of the risk and expansion of leishmaniasis. In this study, we developed a polymerase chain reaction (PCR)-based method for detection of Leishmania minicircle DNA within individual sand flies. Using this method, we detected minicircle DNA in 6 (3.3%) of 183 sand flies, while 5 (3.5%) of 143 were positive for Leishmania promastigotes in the same areas by microscopic examination. The species were identified as Leishmania (Leishmania) mexicana by nucleotide sequencing of the cytochrome b gene. Additionally, all the Leishmania-positive sand flies were identified as Lutzomyia ayacuchensis by the restriction enzyme digestion of the PCR-amplified 18S ribosomal RNA gene fragments. Since this combined method is relatively easy and can process a large number of samples, it will be a powerful tool for the rapid identification of prevalent sand fly and Leishmania species as well as monitoring the infection rate in sand fly populations in endemic areas.Fil: Kato, Hirotomo. Yamaguchi University; JapónFil: Uezato, Hiroshi. University of the Ryukyus; JapónFil: Katakura, Ken. Hokkaido University; JapónFil: Calvopina, Manuel. Kochi University. Kochi Medical School; JapónFil: Marco, Jorge Diego. Kochi University. Kochi Medical School; Japón. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Salta. Instituto de Patología Experimental. Universidad Nacional de Salta. Facultad de Ciencias de la Salud. Instituto de Patología Experimental; ArgentinaFil: Barroso, Paola Andrea. Kochi University. Kochi Medical School; Japón. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Salta. Instituto de Patología Experimental. Universidad Nacional de Salta. Facultad de Ciencias de la Salud. Instituto de Patología Experimental; ArgentinaFil: Gomez, Eduardo. Universidad Católica de Guayaquil; EcuadorFil: Mimori, Tatsuyuki. Kumamoto University; JapónFil: Korenaga, Masataka. Kochi University. Kochi Medical School; JapónFil: Iwata, Hiroyuki. Yamaguchi University; JapónFil: Nonaka, Shigeo. University ok the Ryukyus; JapónFil: Hashiguchi, Yoshihisa. Kochi University. Kochi Medical School; Japó

Imaging of isotope diffusion using atomic-scale vibrational spectroscopy

The spatial resolutions of even the most sensitive isotope analysis techniques based on light or ion probes are limited to a few hundred nanometres. Although vibration spectroscopy using electron probes has achieved higher spatial resolution, the detection of isotopes at the atomic level has been challenging so far. Here we show the unambiguous isotopic imaging of 12C carbon atoms embedded in 13C graphene and the monitoring of their self-diffusion via atomic level vibrational spectroscopy. We first grow a domain of 12C carbon atoms in a preexisting crack of 13C graphene, which is then annealed at 600C for several hours. Using scanning transmission electron microscopy electron energy loss spectroscopy, we obtain an isotope map that confirms the segregation of 12C atoms that diffused rapidly. The map also indicates that the graphene layer becomes isotopically homogeneous over 100 nanometre regions after 2 hours. Our results demonstrate the high mobility of carbon atoms during growth and annealing via selfdiffusion. This imaging technique can provide a fundamental methodology for nanoisotope engineering and monitoring, which will aid in the creation of isotope labels and tracing at the nanoscale

Massive hemoptysis in a post-operative patient with recurrent lung cancer successfully treated by the combination therapy of Endobronchial Watanabe Spigot and bronchial artery embolization

A 76-year-old woman who was treated with lorlatinib for postoperative recurrent anaplastic lymphoma kinase-positive lung adenocarcinoma visited our hospital with massive hemoptysis. Chest computed tomography showed massive bleeding from the right upper lobe; however, the cause of bleeding was unclear. After bronchial artery embolization (BAE), bronchial occlusion was performed using an Endobronchial Watanabe Spigot (EWS) that was easily placed because BAE had reduced the bleeding volume. Treatment with BAE alone was inadequate; however, additional therapy with EWS after BAE successfully controlled the massive hemoptysis, especially in this patient who underwent lobectomy to prevent respiratory dysfunction

Role of Sphingomyelinase in Infectious Diseases Caused by Bacillus cereus

Bacillus cereus (B. cereus) is a pathogen in opportunistic infections. Here we show that Bacillus cereus sphingomyelinase (Bc-SMase) is a virulence factor for septicemia. Clinical isolates produced large amounts of Bc-SMase, grew in vivo, and caused death among mice, but ATCC strains isolated from soil did not. A transformant of the ATCC strain carrying a recombinant plasmid containing the Bc-SMase gene grew in vivo, but that with the gene for E53A, which has little enzymatic activity, did not. Administration of an anti-Bc-SMase antibody and immunization against Bc-SMase prevented death caused by the clinical isolates, showing that Bc-SMase plays an important role in the diseases caused by B. cereus. Treatment of mouse macrophages with Bc-SMase resulted in a reduction in the generation of H2O2 and phagocytosis of macrophages induced by peptidoglycan (PGN), but no effect on the release of TNF-α and little release of LDH under our experimental conditions. Confocal laser microscopy showed that the treatment of mouse macrophages with Bc-SMase resulted in the formation of ceramide-rich domains. A photobleaching analysis suggested that the cells treated with Bc-SMase exhibited a reduction in membrane fluidity. The results suggest that Bc-SMase is essential for the hydrolysis of SM in membranes, leading to a reduction in phagocytosis