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Capturing the cross-national learning effect: An analysis of an industrial technology diffusion

Capturing the cross-national learning effect: An analysis of an industrial technology diffusion Recent studies on cross-national diffusion have observed that when a new product innovation is introduced early in one country (the lead country) and with a time lag in subsequent countries (the lag countries), the consumers in the lag countries learn about the product from the lead country adopters, resulting in a faster diffusion rate in the lag countries. This study attempts to examine the relationship between lead and lag countries and to systematically capture thelearning effect that takes place between the two social systems. In particular, this research examines the diffusion of retail point-of-sale scanners in countries that belong to the European Union, the United States, and Japan. It offers interesting insights for formulating efficient international marketing strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Capturing the cross-national learning effect: An analysis of an industrial technology diffusion

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References (39)

Publisher
Springer Journals
Copyright
Copyright © Academy of Marketing Science 1996
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1177/0092070396244004
Publisher site
See Article on Publisher Site

Abstract

Recent studies on cross-national diffusion have observed that when a new product innovation is introduced early in one country (the lead country) and with a time lag in subsequent countries (the lag countries), the consumers in the lag countries learn about the product from the lead country adopters, resulting in a faster diffusion rate in the lag countries. This study attempts to examine the relationship between lead and lag countries and to systematically capture thelearning effect that takes place between the two social systems. In particular, this research examines the diffusion of retail point-of-sale scanners in countries that belong to the European Union, the United States, and Japan. It offers interesting insights for formulating efficient international marketing strategies.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Sep 1, 1996

Keywords: Foreign Market; Retail Outlet; Lead Market; Adoption Process; Potential Adopter

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