Abstract
Diffusion theory, popular in the marketing literature in the 1960s and 1970s, has received very little attention in recent years. The accomplishments based on the diffusion process concept are notable ones. However, there are some gaps in this literature. This paper attempts to explain some of the inconsistencies present in diffusional theories and proposes competing and/or complementary explanations based on the theory of weak ties.
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Debevec, K., Schmidt, S.L. (2015). The Diffusion of Innovations: Let’s Take Another Look. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_16
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DOI: https://doi.org/10.1007/978-3-319-17055-8_16
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