The diffusion of an innovation traditionally has been defined as the process by which that innovation is “communicated through certain channels over time among the members of a social system” (Rogers, 1983, p. 5). As such, the diffusion process consists of four key elements: innovation, communication channels, time, and the social system.

New Product Diffusion Models in Marketing: A Review and Directions for Research:

Innovation is one of the most important issues in business research today. It has been studied in many independent research traditions. Our understanding and study of innovation can benefit from an integrative review of these research traditions. In so doing, we identify 16 topics relevant to marketing science, which we classify under five research fields:


Consumer response to innovation, including attempts to measure consumer innovativeness, models of new product growth, and recent ideas on network externalities; Organizations and innovation, which are increasingly important as product development becomes more complex and tools more effective but demanding;.
Market entry strategies, which includes recent research on technology revolution, extensive marketing science research on strategies for entry, and issues of portfolio management;
Prescriptive techniques for product development processes, which have been transformed through global pressures, increasingly accurate customer input, Web-based communication for dispersed and global product design, and new tools for dealing with complexity over time and across product lines;
Defending against market entry and capturing the rewards of innovating, which includes extensive marketing science research on strategies of defense, managing through metrics, and rewards to entrants.



For each topic, we summarize key concepts and highlight research challenges. For prescriptive research topics, we also review current thinking and applications. For descriptive topics, we review key findings.

/pdf/research-on-innovation-a-review-and-agenda-for-marketing-3tl8dfo5vf.pdf

Research on Innovation: A Review and Agenda for Marketing Science

Social interaction (peer) effects are recognized as a potentially important factor in the diffusion of new products. In the case of environmentally friendly goods or technologies, both marketers and policy makers are interested in the presence of causal peer effects as social spillovers can be used to expedite adoption. We provide a methodology for the simple, straightforward identification of peer effects with sufficiently rich data, avoiding the biases that occur with traditional fixed effects estimation when using the past installed base of consumers in the reference group. We study the diffusion of solar photovoltaic panels in California and find that at the average number of owner-occupied homes in a zip code, an additional installation increases the probability of an adoption in the zip code by 0.78 percentage points. Our results provide valuable guidance to marketers designing strategies to increase referrals and reduce customer acquisition costs. They also provide insights into the diffusion process of environmentally friendly technologies.

/pdf/peer-effects-in-the-diffusion-of-solar-photovoltaic-panels-32lorlyatt.pdf

Peer Effects in the Diffusion of Solar Photovoltaic Panels

The authors provide an empirical test of the effects of competition on the adoption of technological innovations by organizations. They follow the conceptualization developed in the model they prop...

Technology Diffusion: An Empirical Test of Competitive Effects:

In a dynamic, competitive environment, the decision to enter the market should be timed to balance the risks of premature entry against the missed opportunity of late entry. Previous research has mainly focused on the strategic aspects of the entry-time decision. In this paper we review the literature and develop a set of propositions about the timing of new product entry. Then we empirically test the relationship between the market-entry time and the likelihood of success for new industrial products.

https://www.jstor.org/stable/pdfplus/2632270.pdf

The timing of competitive market entry: an exploratory study of new industrial products

A central issue in new product development and planning is the market timing/entry decision. An entry too early may risk pushing an under-developed product into the marketplace, with possible negat...

A Market Entry Timing Model for New Technologies

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A Market Entry Timing Model for New Technologies