Multiple diffusion and multicultural aggregate social systems

Extends the diffusion of innovations paradigm to today's pluralistic marketplace by introducing the concept of multiple diffusion, whereby an innovation diffuses in multiple sub-social systems, each with a distinct pattern of adoption, that together comprise the aggregate diffusion pattern for...

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Bibliographic Details
Published inInternational marketing review Vol. 14; no. 4; pp. 233 - 247
Main Authors Parthasarathy, Madhavan, Jun, Sunkyu, Mittelstaedt, Robert A.
Format Journal Article
LanguageEnglish
Published London MCB UP Ltd 01.08.1997
Emerald Group Publishing Limited
Subjects
Cognition
Cognition & reasoning
Consumer behavior
Consumer behaviour
Country of origin
Decision making
Diffusion
Information retrieval
Innovations
International marketing
International markets
Interpersonal communication
Marketing
Studies
Subcultures
Information retrieval
Cognition
International marketing
Country of origin
Diffusion
Consumer behaviour
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Summary:Extends the diffusion of innovations paradigm to today's pluralistic marketplace by introducing the concept of multiple diffusion, whereby an innovation diffuses in multiple sub-social systems, each with a distinct pattern of adoption, that together comprise the aggregate diffusion pattern for a given society. Identifies variables that affect the multiple diffusion process, presents propositions related to them, and discusses implications of this framework for marketing researchers and practitioners.
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ISSN:0265-1335
1758-6763
DOI:10.1108/02651339710173435