The Bass new product growth model is used for cross-national analysis of diffusion processes of durable goods in four major Pacific Rim countries. The estimated coefficients are used to test the hypotheses on country-specific effects and on lead- and lag-time effects on the diffusion rates of consumer durable goods in the Pacific Rim countries. On the basis of the empirical findings, managerial implications are derived and discussed to provide insights into the relationships between diffusion processes and country-specific characteristics. These insights may serve as guidelines in formulating effective marketing strategies for introducing new products into Pacific Rim markets.
Get full access to this article
View all access options for this article.
References
1.
BassFrank M. (1969), “A New Product Growth Model for Consumer Durables,”Management Science, 15 (January), 215–27.
2.
CavusgilS. Tamer, and NevinJohn R. (1981), “State-of-the-Art in International Marketing: An Assessment,” in Review of Marketing 1981, EnisBen M., and RoeringKenneth J., eds. Chicago: American Marketing Association, 195–216.
3.
DouglasSusan, and Samuel CraigC. (1983), International Marketing Research.Englewood Cliffs, NJ: Prentice-Hall, Inc.
4.
FieldsGeorge (1983), From Bonsai to Levi's.New York: Macmillan Publishing Company.
5.
GatignonHubert A., EliashbergJehoshua, and RobertsonThomas S. (1990), “Determinants of Diffusion Patterns: A Cross-Country Analysis,”Marketing Science, 8 (Summer), 231–47.
6.
GatignonHubert A., and RobertsonThomas S. (1985), “A Propositional Inventory for New Diffusion Research,”Journal of Consumer Research, 11 (March), 849–67.
7.
GrahamJohn L., KimDong Ki, LinChi-Yuan, and RobinsonMichael (1988), “Buyer-Seller Negotiations Around the Pacific Rim: Differences in Fundamental Exchange Processes,”Journal of Consumer Research, 1 (June), 48–54.
8.
HallEdward T. (1976), Beyond Culture.New York: Doubleday.
9.
HallEdward T. (1987), Hidden Differences.New York: Double-day.
10.
HeelerRoger M., and HustadThomas P. (1980), “Problems in Predicting New Product Growth for Consumer Durables,”Management Science, 26 (October), 1007–20.
11.
JainDipak, and RaoRam C. (1990), “Effect of Price on the Demand for Durables,”Journal of Business and Economic Statistics, 8 (April), 163–70.
12.
JohanssonJ. K., and MoinpourReza (1977), “Objective and Perceived Similarity of Pacific Rim Countries,”Columbia Journal of World Business, 12 (Winter), 65–76.
13.
KotlerPhilip, FaheyLiam, and JatusripitakSomkid (1985), The New Competition.Englewood Cliffs, NJ: Prentice-Hall, Inc.
14.
LindbergBertil C. (1982), “International Comparison of Growth in Demand for a New Durable Consumer Product,”Journal of Marketing Research, 19 (August), 364–71.
15.
MahajanVijay, MullerEitan, and BassFrank (1990), “Innovation Diffusion and New Product Growth Models in Marketing,”Journal of Marketing, 54 (January), 1–26.
16.
MahajanVijay, MullerEitan, and SrivastavaRaj (1990), “Determination of Adopter Categories Using Innovation Diffusion Models,”Journal of Marketing Research, 27 (February), 31–50.
17.
OhmaeKenichi (1985), Triad Power.New York: The Free Press.
18.
PetersonRobert A., and MahajanVijay (1978), “Multi-Product Growth Models,” in Research in Marketing, ShethJag-dish N., ed. Greenwich, CT: JAI Press, Inc., 201–31.
19.
RogersEverett M. (1983), Diffusion of Innovations.New York: The Free Press.
20.
SethiS. Prakash (1971), “Comparative Cluster Analysis for World Markets,”Journal of Marketing Research, 8 (August), 348–54.
