TY - JOUR
AU - Putsis, William P.
AB - Research addressing the diffusion of successive generations of technological innovations has generally ignored the impact of marketing-mix variables. As a result, there have been several calls for the development of multiple-generation models that incorporate marketing-mix variables. The authors develop a model of first-time sales and subscriptions for successive generations of a technological innovation, which explicitly captures the effects of marketing-mix variables through a proportional hazards framework. The empirical analysis estimates the impact of price for two generations of cellular telephones in a European country. The results suggest that there are important substantive insights to be gained from the parameter estimates for this marketing-mix variable when intergenerational interdependencies are considered. For example, although the time path of the estimated price elasticities in a multiple-generation setting closely follows those reported previously for single generations, the authors find evidence of an important interaction in price response across generations. Therefore, empirical estimates in single-generation models may be missing an important part of the pricing equation.
TI - Marketing-Mix Variables and the Diffusion of Successive Generations of a Technological Innovation
JF - Journal of Marketing Research
DO - 10.1509/jmkr.38.4.501.18907
DA - 2001-11-01
UR - https://www.deepdyve.com/lp/sage/marketing-mix-variables-and-the-diffusion-of-successive-generations-of-e9uWkGKmDJ
SP - 501
EP - 514
VL - 38
IS - 4
DP - DeepDyve
ER -