Abstract
This paper examines the application of the diffusion of innovation paradigm as a country segmentation scheme in international marketing research. International diffusion is reviewed from both a modeling and classification perspective. Although marketers can gain valuable information by assessing international diffusion patterns, these patterns should not be the sole criteria used in segmenting international markets.
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D’Auria, A.R., Ford, J.B. (2015). The Viability of Using Diffusion Patterns for Segmenting International Markets: Problems and Prospects. In: Wilson, E.J., Hair, J.F. (eds) Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13144-3_6
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