Innovation Diffusion and New Product Growth (Marketing Science Institute (MSI) Relevant Knowledge Series) - Softcover

Eitan Muller; Renana Peres; Vijay Mahajan

9780982387719: Innovation Diffusion and New Product Growth (Marketing Science Institute (MSI) Relevant Knowledge Series)

Softcover

ISBN 10: 0982387717 ISBN 13: 9780982387719

Publisher: Marketing Science Institute, 2009

Offers a framework for understanding how diffusion occurs in multifaceted and complex markets. In their review of classic and more recent diffusion models, the authors investigate the mechanisms that underlie new product growth with particular attention to current market trends such as information proliferation, globalization, competition, social networks, and growth in service markets.

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About the Author:

Eitan Muller is Professor of Marketing at the Stern School of Business, New York University, and the Nathan Galston Professor of Hi-Tech Marketing at the Recanati Graduate School of Business Administration, Tel Aviv University. Renana Peres is Lecturer of Marketing in the Hebrew University of Jerusalem. Vijay Mahajan holds the John P. Harbin Centennial Chair in Business at McCombs School of Business, University of Texas at Austin.

Review:

A readable and useful synthesis of research findings in the critical area of new product adoption. The book nicely blends theory, by explaining the formulas underlying diffusion, with substantive findings. --Donald R. Lehmann, George E. Warren Professor of Business, Columbia University

I was amazed at how much is known about the diffusion of innovations, given the vast complexities of markets and social networks. This book does a wonderful job of laying out the framework and current knowledge. --Jeffrey Hartley, Technical Director, Global Consumer and Product Research, General Motors Corporation

This is a comprehensive review and insightful classification of the broad literature on diffusion of new products; it constitutes a valuable resource for the novice, researcher, and manager. --Gerard J. Tellis, Professor of Marketing and Director of the Center for Global Innovation, Marshall School of Business, University of Southern California

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