3.4.2 Commercialization decisions influencing early adopters acceptance
3.4.2.1 Timing
3.4.2.2 Targeting and positioning
3.4.2.3 Product
3.4.2.4 Advertising and promotion
3.5 Conclusions
References
Chapter 4 Launch Strategies and New Product Success Susan Hart and Nikolaos Tzokas
4.1 Introduction
4.1.1 Easy to say, hard to put into practice!
4.2 Understanding and Positioning the Launch of New Products and Services
4.2.1 New product/service launch context
4.2.2 What is a product launch: defining terms
4.3 The Ingredients of a Launch Strategy
4.3.1 Strategic launch decisions
4.3.1.1 Firm strategy
4.3.1.2 Market strategy
Market maturity
Segmentation
Timing
4.3.1.3 Product strategy
Innovativeness/Newness/Novelty
Product advantage
4.3.1.4 Competitive strategy
Competitive intensity (number of competitors)
Competitive reaction
4.3.2 Tactical launch decisions
4.3.2.1 Product decisions
Positioning
Branding
Breadth of the product line
4.3.2.2 Pricing decisions
4.3.2.3 Distribution decisions
Sales force
4.3.2.4 Promotion decisions
Personal and impersonal communications
Sales promotion
Advertising
4.4 The Interrelationships of the Launch Decisions
4.5 Conclusion
References
Chapter 5 Co-constructing the Brand and the Product John K. Christiansen, Claus J. Varnes, Birgitte Hollensen and Birgitte C. Blomberg
5.1 Introduction
5.2 Branding and the Product Development Process
5.3 The Network Process Perspective
5.4 Branding
5.5 The Empirical Study
5.6 Case Analysis: Medico
5.6.1 Medico 1: non-woven fabric
5.6.1.1 Problematization
5.6.1.2 Devices of interessement
5.6.1.3 Enrollment
5.6.1.4 Spokespersons
5.6.2 Medico 2: foil
5.6.2.1 Problematization
5.6.2.2 Devices of interessement
5.6.2.3 Enrollment
5.6.2.4 Spokespersons
5.6.3 Effects on the identity prism of the Medico processes
5.7 Case Analysis: Window
5.7.1 Window 1: gray frame
5.7.1.1 Problematization
5.7.1.2 Devices of interessement
5.7.1.3 Enrollment
5.7.1.4 Spokespersons
5.7.2 Window 2: diffuser
5.7.2.1 Problematization
5.7.2.2 Devices of interessement
5.7.2.3 Enrollment
5.7.2.4 Spokespersons
5.7.3 Effects on the identity prism of the Window processes
5.8 Discussion
5.9 Conclusion
Acknowledgments
References
Chapter 6 Understanding Consumer Responses to Innovations Qing Wang
6.1 Introduction
6.2 Innovation-Related Characteristics and Consumer-Related Characteristics
6.3 Consumer Adoption Process of Innovations
6.4 Product Newness and the “Curse of Innovation”
6.5 Consumption Experience and Usage
6.6 Conclusions
References
Chapter 7 Developing Technical and Market Standards for Innovations Davide Chiaroni and Vittorio Chiesa
7.1 Introduction
7.2 Standard Setting: A Literature Review
7.2.1 Stand-alone strategy
7.2.2 Collaboration strategy
7.2.3 SDO strategy
7.3 The Empirical Study: de facto Standards in the Multimedia Industry
7.4 Strategies for Standard Setting in the Multimedia Industry
7.4.1 Pros and cons of fundamental strategies for standard setting
7.4.1.1 Stand-alone strategy
7.4.1.2 Collaboration strategy
7.4.1.3 SDO strategy
7.4.2 Towards a paradigmatic process of de facto standard setting
7.5 Conclusions
References
Part II Sector-Specific Dynamics of Diffusion
Chapter 8 Diffusion of Pharmaceutical Innovations in Health Systems Rifat A. Atun, Ipek Gurol-Urganci and Desmond Sheridan
8.1 Introduction
8.2 Innovation Models
8.3 Health System Goals and Objectives
8.4 How Regulation Influences the Diffusion of Innovations in Health Systems
8.4.1 Price regulation
8.4.1.1 Direct price controls
8.4.1.2 Profit controls
8.4.1.3 Reference pricing
8.5 Cross-Country Price Differentials and Parallel Trade
8.5.1 Generic entry and price competition
8.5.2 Health technology assessment
8.6 Changes in Health System Financing
8.6.1 Effect of health insurance
8.6.2 Cost sharing
8.6.3 Drug budgets and prescribing limits
8.7 Organizational Changes
8.7.1 General practice fundholding in the UK
8.7.2 Managed care in the US
8.8 Service Provision
8.8.1 Disease management
8.8.2 Formularies
8.9 Discussions and Conclusions
References
Chapter 9 Diffusion of Telecommunications Technologies: A Study of Mobile Telephony Wen-Lin Chu, Xielin Liu and Feng-Shang Wu
9.1 Introduction
9.2 Diffusion of Technological Change
9.3 Diffusion Models
9.3.1 Models and applications
9.3.1.1 Gompertz model
9.3.1.2 Logistic model
9.3.1.3 Bass model
9.3.2 Comparison of dynamics
9.3.2.1 Gompertz model vs. logistic model
9.3.2.2 Logistic model vs. Bass model
9.3.2.3 Representative sample: China
9.4 Drivers of Diffusion Rate
9.4.1 Deregulation/market competition
9.4.1.1 Representative sample: Taiwan
9.4.2 Handset prices
9.4.3 Prepaid access
9.4.4 Technological innovation
9.4.5 Economic conditions
9.4.6 Fixed-line telephony
9.5 Implications
9.5.1 Diffusion model
9.5.2 Drivers of diffusion rate
9.6 Conclusions
References
Chapter 10 Diffusion of Environmental Products and Services — Towards an Institutions- Theoretic Framework: Comparing Solar Photovoltaic (PV) Diffusion Patterns in Japan and the US Kwok L. Shum and Chihiro Watanabe
10.1 Introduction
10.2 Different PV Deployment Strategies
10.2.1 Japan
10.2.2 USA
10.2.3 PV value chain issue
10.3 The Systemic (Social) Nature of Technology
10.3.1 Social technology and physical technology
10.3.2 The nature of a physical technology
10.4 A Technology Diffusion Framework to Understand the Differences in PV Deployment Models
10.4.1 Diffusion analysis of Japan’s data
10.4.2 Diffusion analysis of US data
10.4.3 Analysis of the US pattern
10.5 Discussion, Conclusion and Future Works
10.5.1 Discussion
10.5.2 Conclusions and future work
References
Part III Prediction of Future Patterns of Diffusion