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ICT product diffusion in US and Korean markets

Sang-Gun Lee (Department of Business Administration, Sogang University, Seoul, Republic of Korea)
Chang-Gyu Yang (Ajou University, Suwon City, Republic of Korea)
Eui-Bang Lee (Department of Business Administration, Sogang University, Seoul, Republic of Korea)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 9 March 2015

Abstract

Purpose

The purpose of this paper is to identify how adoption drivers change before and after key milestones of ICT product adoption (i.e. critical mass point (CMP) (adoption rate 16 percent), market saturation point (MSP) (50 percent) and new generation release point (NGRP)) based on actual subscriber data of the mobile communications industry that represents the ICT market, so that it has implications for the rejuvenation of ICT product adoption that has rarely been addressed in earlier studies.

Design/methodology/approach

This study examined the overall characteristics of ICT product diffusion by tracking the actual patterns of US and Korean mobile market subscribers using the Bass diffusion model.

Findings

This study found that innovation effects gain influences on ICT product diffusion after CMP, MSP and NGRP; imitators are becoming innovators by repeated rejuvenation experiences; and cultural differences have significant influences on imitators’ ICT product adoption, but not on innovators.

Originality/value

These findings imply that rejuvenation enabled by technology innovation is a key success strategy to dominate the ICT market where the number of innovators, who have strong desires for new generation products, is constantly growing.

Keywords

Acknowledgements

This work was supported by the Sogang University Research Grant of 201310007.01.

Citation

Lee, S.-G., Yang, C.-G. and Lee, E.-B. (2015), "ICT product diffusion in US and Korean markets", Industrial Management & Data Systems, Vol. 115 No. 2, pp. 270-283. https://doi.org/10.1108/IMDS-09-2014-0254

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited