Strategies for new product diffusion: Whom and how to target?
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DOI: 10.1016/j.jbusres.2017.10.010
Abstract: This paper examines the promotional strategies for new product diffusion by leveraging peer effects among consumers. Previous studies have offered conflicting recommendations on whom to target (e.g., influentials, susceptibles, or unsusceptibles) with respect to new… read more here.
Keywords: new product; product diffusion; target; strategies new ... See more keywords