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Title: Modelling global diffusion
Authors: Dekimpe, Marnik G.
Parker, Philip M.
Sarvary, Miklos
Keywords: Global diffusion processes
Diffusion of innovations
Cellular telephone industry
Issue Date: Jan-1995
Series/Report no.: Marketing Working Paper Series ; MKTG 94.028
Abstract: This paper presents a general model of global diffusion processes. The approach recognizes "breadth" and "depth" of adoption by first considering the sequential introduction of the innovation across countries (breadth). Given the time of introduction into a specific country, within-country diffusion (depth) is subsequently modelled. We illustrate the approach using data from the cellular telephone industry for 184 countries. The proposed approach provides empirical insights which could not have been obtained using traditional techniques. In particular, we show that breadth and depth processes are not necessarily affected by the same socioeconomics factors. We also are able to evaluate the importance of the linkage between the two processes.
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