Abstract
It has been established that new products or products in general are not all accepted in the same manner and in the same proportions. There is a pattern which illustrates the acceptance patterns of products by different cultures which is named by Rogers (1983) as the “diffusion of innovation.” Understanding diffusion of innovation is important for international marketers because it explains how new products are diffused throughout the world and how consumers in different cultures behave in this context. However, understanding the diffusion of innovation process has other benefits. Different groups of consumers in the diffusion activity behave clearly very differently but also they are different groups of people. As a result, dealing with them accordingly and attempting to market different products and services to them effectively would call for different marketing practices.
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Samli, A.C. (2013). Diffusion of Innovation in Different Global Markets. In: International Consumer Behavior in the 21st Century. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-5125-9_9
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DOI: https://doi.org/10.1007/978-1-4614-5125-9_9
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