This article depicts an attempt of an empirical validation of the innovative buying behavior model proposed by Midgley and Dowling in 1978. The data have been collected in 1986, at the beginning of the launching of the BIC perfume, on a sample of 374 persons. The results confirm the general .structure of the theoretical model. The first cause of the buying intent of a new product is the way this new product is perceived. However, this perception, appears to be almost independent of the characteristics of the individual. These characteristics, in turn, give a better explanation of the repetitive innovative buying behavior. Finally, the relationships between the different variables of the model may vary strongly due to the buying situation. [ABSTRACT FROM AUTHOR]
ADVERTISING agencies, ADVERTISING, CONSULTING firms, MARKETING, and DIGITAL technology
The article provides information on the collaboration of advertising agencies in the area of communication and advertising, focusing on changing the way the company treat its employees, use of digital technology and cocreation of products with their customers. Topics include consulting firms, brand engagement strategies and prototyping marketing.
Revue Française du Marketing. 2001, Issue 182, p69. 7p.
MARKETING, INDUSTRIAL research, COMMERCIAL products, RAPID prototyping, PRODUCT management, MANUFACTURING processes, and DEBT-to-equity ratio
The article begins with a first global sight of the status of qualitative research in the global process of marketing survey. Then, the authors bring a panorama of different steps involved in the case of new products testing. The methodology includes the exploration of the referent universe, concept evaluation, product testing and the introduction of marketing elements or points of the future mix. [ABSTRACT FROM AUTHOR]
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Easingwood, Christopher J., Mahajan, Vijay, and Muller, Eitan
Recherche et Applications en Marketing (AFM c/o ESCP-EAP). 1987, Vol. 2 Issue 3, p17-33. 17p. 4 Charts, 4 Graphs.
PRODUCT management, BUSINESS forecasting, INDUSTRIAL research, MARKOV processes, RAPID prototyping, COMMERCIAL products, and MIRROR images
A nonuniform influence (NUI) innovation diffusion model for forecasting first adoptions of a new product is proposed. An extension of the Bass model, the proposed model overcomes three limitations of the existing single-adoption diffusion models. First, the current models generally assume that the word-of-mouth effect remains constant over the entire diffusion span. However, for most innovations, the word-of-mouth effect is likely to increase, decrease or remain constant over time. Second, the existing models assume that an innovation must attain its maximum penetration rate before capturing a prespecified level of potential market, for example, 50%. That is, they restrict the location of the inflection point for the diffusion curves. Third, the current models assume that the adoption patterns after and before the location of maximum penetration rate are mirror images of each other. That is, the diffusion curve is symmetric. By allowing the word-of-mouth effect to systematically vary over time, the proposed model allows the diffusion curve to be symmetrical as well as nonsymmetrical, with the point of inflection responding to the diffusion process. Data from five consumer durables are analyzed to illustrate the generality of the model. [ABSTRACT FROM AUTHOR]