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.
Parthasarathy, M., Jun, S. and Mittelstaedt, R. (1997), "Multiple diffusion and multicultural aggregate social systems", International Marketing Review, Vol. 14 No. 4, pp. 233-247. https://doi.org/10.1108/02651339710173435Download as .RIS
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