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Diffusion of innovations in a marketing context Ouellet, Clement
Abstract
This study investigates the processes associated with the diffusion and adoption of an innovation. Work on diffusion by persons in fields other than marketing is reviewed along with some speculative discussion of the relevance of those studies to marketing. Various categories of adopters of innovations are identified and some indications given of how one differentiates between members of those several categories. One category of adopter, the influential, is examined in detail since influentials play an extremely important part in the successful introduction of new products and services. Finally, the results of an exploratory field study of the early phases of the adoption of the Touch-Tone Telephone are described and compared with earlier diffusion studies.
Item Metadata
Title |
Diffusion of innovations in a marketing context
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Creator | |
Publisher |
University of British Columbia
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Date Issued |
1969
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Description |
This study investigates the processes associated with the diffusion and adoption of an innovation. Work on diffusion by persons in fields other than marketing is reviewed along with some speculative discussion of the relevance of those studies to marketing. Various categories of adopters of innovations are identified and some indications given of how one differentiates between members of those several categories.
One category of adopter, the influential, is examined in detail since influentials play an extremely important part in the successful introduction of new products and services. Finally, the results of an exploratory field study of the early phases of the adoption of the Touch-Tone Telephone are described and compared with earlier diffusion studies.
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Genre | |
Type | |
Language |
eng
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Date Available |
2011-06-15
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Provider |
Vancouver : University of British Columbia Library
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Rights |
For non-commercial purposes only, such as research, private study and education. Additional conditions apply, see Terms of Use https://open.library.ubc.ca/terms_of_use.
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DOI |
10.14288/1.0102352
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URI | |
Degree | |
Program | |
Affiliation | |
Degree Grantor |
University of British Columbia
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Campus | |
Scholarly Level |
Graduate
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Aggregated Source Repository |
DSpace
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Item Media
Item Citations and Data
Rights
For non-commercial purposes only, such as research, private study and education. Additional conditions apply, see Terms of Use https://open.library.ubc.ca/terms_of_use.