Multiple diffusion and multicultural aggregate social systems

Madhavan Parthasarathy (University of Colorado‐Denver, Denver, USA)
Sunkyu Jun (Hannam University, South Korea)
Robert A. Mittelstaedt (University of Nebraska‐Lincoln, Lincoln, USA)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 August 1997


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.

Download as .RIS




Copyright © 1997, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.