Hello. Why don’t you pull up one of those nice comfy chairs. Go on, settle yourself down in front of the crackling fire, with a good cup of tea (or coffee, or something stronger, the choice is yours).
This is my virtual library where I list the books and articles that have sparked my interest and thoughts. I’m not intending to give a detailed review of these books. Rather, just to highlight points of interest.
If you’re looking for the list of references, then you should try here.
I hope you find the items in the library as interesting and thought inspiring as I have! If you’ve got any comments or suggestions of other books and articles, please let me know!
Abstract: The problem of measuring the impact of advertising dollars on market share is a complex one. This paper describes the four basic types of market share behavior over time. An "Imitation" model is developed to explain serial correlation in the number of new customers buying a brand in each time period. The analysis casts doubt on the feasibility of measuring the impact of advertising expenditures on sales through analyzing aggregative data.
Describes an imitation model to explain when two types of distinct market segments (innovators and imitators) are likely to make a first purchase of a product. This later evolves into Bass' Diffusion model for innovation.
Abstract: A simple mathematical model describing the diffusion of a new, infrequently purchased product is proposed. Many previous papers have reported that the differing behaviour of "innovators" and "imitators" is fundamental to the diffusion process. However, previous models have failed to represent this differing behaviour effectively. The model presented considers a new and, importantly, simple way of viewing the diffusion process for consumer durables based on a simplified representation of "innovative" and "imitative" response of adopters to certain types of product information. The resulting model can accommodate bimodal first purchase sales curves, which are found to occur quite frequently, in addition to the more traditional unimodal curves. The resulting shape of the diffusion curve, which is the early product life cycle (PLC), can be explained in terms of key dynamic parameters of the model. Data for six consumer durables are analysed to test the model's performance.
you would need “to experience the innovation to be comfortable with it”
Abstract: A growth model for the timing of initial purchases of new products is developed and tested empirically against data for eleven consumer durables. The basic assumption of the model is that the timing of a consumer's initial purchase is related to the number of previous buyers. A behavioral rationale for the model is offered in terms of innovative and imitative behavior. The model yields good predictions of the sales peak and the timing of the peak when applied to historical data. A long range forecast is developed for the sales of color television sets.
Develops a growth model and theory for when a consumer makes their first purchase of new consumer products. This is now known better as Bass Diffusion Model. And it helps us with several questions about adoption, such as how many products should we produce per year; what are the true sizes of Rogers adopter types.
Abstract: This article distills the core principles of a phenomenological research design and, by means of a specific study, illustrates the phenomenological methodology. After a brief overview of the developments of phenomenology, the research paradigm of the specific study follows. Thereafter the location of the data, the data-gathering the data-storage methods are explained. Unstructured in-depth phenomenological interviews supplemented by memoing, essays by participants, a focus group discussion and field notes were used. The data explicitation, by means of a simplified version of Hycner‟s (1999) process, is further explained. The article finally contains commentary about the validity and truthfulness measures, as well as a synopsis of the findings of the study.
“A researcher applying phenomenology is concerned with the lived experiences of the people involved, or who were involved, with the issue that is being researched.”
Abstract: In this paper a framework potentially useful for the development of indicators of the output of technological innovation is described. The approach is based on a characteristics description of product technology. A product is considered a combination of three sets of characteristics, one describing the technical features of the product, one describing the services performed by the product, and one describing the methods of its production. These sets of characteristics are related by patterns of mapping. The potential applications of the framework to the development of indicators of the output of technological innovation and to the analysis of diffusion and technological substitution are outlined. Also, the relationship of this framework to the concepts of technological regimes, technological guide posts and dominant design is described.
Builds on Lancaster’s work to create a model of product innovation, based on products being a combination of three sets of characteristics. Gallouj & Weinstein build on this to build a model of service based on interpretations of these characteristics. And this is what I use to interpret a model of service in a more […]