Some Problems in using Diffusion Models for New Products

Abstract

This paper analyzes some of the problems involved in using diffusion models to formulate marketing strategies for introducing new products. Though future work in this area appears justified, there are many unresolved problems which limit application. First, there is no theory for adoption and diffusion processes. Such a theory is outlined in this paper. Secondly, the present models are too restrictive and do not include the variables that a marketing manager has at his disposal. Six models which remove some of the theoretical and methodological restrictions are therefore presented. The marketing implications of the assumptions in the models are discussed.