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Archives: Literature


A Mathematical Model for New Product Diffusion: The Influence of Innovators and Imitators

Steffens, P.R., Murthy, D.N.P. (1992)

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Research Paper
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”
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Red Ocean Traps

Kim, W. C., Mauborgne, R. (2015)

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Web Article
Early Thoughts
Identifies 6 traps that keep managers thinking in red oceans. Trap One: Seeing Market-Creating Strategies as Customer-Oriented Approaches – examples used: Sony Portable Reader System and Amazon Kindle Trap Two: Treating Market-Creating Strategies as Niche Strategies – example used: Delta’s Song subsidiary and Pret a Manger Trap Three: Confusing Technology Innovation with Market-Creating Strategies – […]
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Adrian Slywotzky Interview: What Is a Hassle Map?
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Web Article
A short overview of what a customer’s hassle map is. For more details see the Adrian Slywotzky’s book “Demand: Creating What People Love Before They Know They Want It“
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Introducing a Dialogical Orientation to the Service-Dominant Logic of Marketing

Ballantyne, D., Varey, R. J. (2006)

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Research Paper
Explores how dialog supports foundational premises of service-dominant logic. In particular this paper prompted Vargo & Lush to update sd-logic’s foundational premise #1 from “service is the fundamental unit of exchange” to “service is the foundational basis of exchange”
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