TY  - JOUR
AB  - 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.
VL  - 14
IS  - 4
SN  - 0265-1335
DO  - 10.1108/02651339710173435
UR  - https://doi.org/10.1108/02651339710173435
AU  - Parthasarathy Madhavan
AU  - Jun Sunkyu
AU  - Mittelstaedt Robert A.
PY  - 1997
Y1  - 1997/01/01
TI  - Multiple diffusion and multicultural aggregate social systems
T2  - International Marketing Review
PB  - MCB UP Ltd
SP  - 233
EP  - 247
Y2  - 2024/04/25
ER  -