Diffusion of Innovation under Modified Market Structure: The Case of Surrogate Buyers

Praveen Aggarwal; Taihoon Cha

doi:10.1007/978-3-319-13144-3_30

Diffusion of Innovation under Modified Market Structure: The Case of Surrogate Buyers

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

Since its introduction to marketing in the early 60’s, though innovation diffusion research has made significant progress, most existing models have ignored the role of social and market structures in which the diffusion takes place. Further, existing models assume that the end-user is also the sole decision maker in adopting an innovation. This paper examines the role of a specific kind of market structure in the diffusion process. This structure includes the presence of an intermediary — a surrogate buyer — to whom the end-user delegates the task of adopting an innovation.

Original language	English (US)
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	115
Number of pages	1
DOIs	https://doi.org/10.1007/978-3-319-13144-3_30
State	Published - 2015
Externally published	Yes

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Bibliographical note

Publisher Copyright:
© 2015, The Academy of Marketing Science.

Keywords

Diffusion Process
Fusion Process
Market Structure
Opinion Leader
Specific Kind

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10.1007/978-3-319-13144-3_30

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Diffusion of Innovation under Modified Market Structure: The Case of Surrogate Buyers. / Aggarwal, Praveen; Cha, Taihoon.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2015. p. 115 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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Diffusion of Innovation under Modified Market Structure: The Case of Surrogate Buyers

Abstract

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Bibliographical note

Keywords

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