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Strategies for ICT product diffusion: the case of the Korean mobile communications market

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  • Sang-Gun Lee
  • Eui-bang Lee
  • Chang-Gyu Yang

Abstract

The purpose of this study was to analyze the mobile communications market before and after saturation and to discuss the changes in diffusion factors by the ICT generations in order to understand the effects of overshooting and innovations. According to the analysis, (1) the expansion of ICT products is increasingly influenced by innovation due to overshooting occurs after market saturation, (2) SNS, a topic of intense contemporary significance, impacts the spread of ICT products by creating social networks, and (3) as the technology generation progresses, the innovation effect increases and the imitation effect decreases for ICT product spreading. These results imply that technology innovation is the most important strategy for ICT product distribution. Because post-adopters have a high desire to consume new ICT products, technological innovation can cause demand among post-adopters. Copyright Springer-Verlag Berlin Heidelberg 2014

Suggested Citation

  • Sang-Gun Lee & Eui-bang Lee & Chang-Gyu Yang, 2014. "Strategies for ICT product diffusion: the case of the Korean mobile communications market," Service Business, Springer;Pan-Pacific Business Association, vol. 8(1), pages 65-81, March.
    • Handle: RePEc:spr:svcbiz:v:8:y:2014:i:1:p:65-81
    DOI: 10.1007/s11628-013-0187-9
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    2. Jun-Yeon Heo & Kwang-Jae Kim, 2017. "Development of a scale to measure the quality of mobile location-based services," Service Business, Springer;Pan-Pacific Business Association, vol. 11(1), pages 141-159, March.
    3. Bo-Seong Yun & Sang-Gun Lee & Yaichi Aoshima, 2019. "An analysis of the trilemma phenomenon for Apple iPhone and Samsung Galaxy," Service Business, Springer;Pan-Pacific Business Association, vol. 13(4), pages 779-812, December.
    4. Choe, Hyoung-Seon & Yang, Chang-Gyu & Jun, Sung-Youl & Lee, Sang-Gun, 2023. "A study on forward and backward linkage effects in South Korea's telecom industry across generations," Telecommunications Policy, Elsevier, vol. 47(8).
    5. Dong Hyun Lee & Ga Youn Hong & Sang-Gun Lee, 2019. "The relationship among competitive advantage, catch-up, and linkage effects: a comparative study on ICT industry between South Korea and India," Service Business, Springer;Pan-Pacific Business Association, vol. 13(3), pages 603-624, September.
    6. Eui-Bang Lee & Heon Baek, 2024. "Prediction of Information Diffusion of New Products: Based on Product Launch and Media Difference," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(2), pages 6802-6831, June.

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