The Relationship between Mass Media Availability and the Multicountry Diffusion of Consumer Products

Thomas Tellefsen · Hirokazu Takada

58 citations0/0 files storedJournal of International Marketing

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Innovation Diffusion and Forecasting Marketing and Advertising Strategies International Business and FDI

Abstract

This article proposes and tests a relationship between mass media availability and new product sales in a multicountry environment. Theoretical support is derived from the behavioral and modeling literature on diffusion of innovation. Empirical support is obtained for a model that compares mass media availability with measures of new product sales in a variety of countries. The results suggest that variations in media availability have predictable effects on the speed and pattern of new product sales. These findings help clarify the underlying forces that may influence multinational variations in new product introductions. They also suggest several options for forecasting and managing new products in a multicountry environment.

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2019Diffusion of Innovations 1 1983Culture's Consequences: International Differences in Work-Related Values.1969A New Product Growth for Model Consumer Durables 1976A New Product Growth Model for Consumer Durables 2012Diffusion of Innovations 1974Communication of Innovations: A Cross-Cultural Approach.1991New Product Diffusion Models in Marketing: A Review and Directions for Research 1991Handbook of consumer behavior

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