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Les modèles de diffusion d'innovations en marketing et l'adoption d'Internet en France

Author

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  • Marianela Fornerino

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

Abstract

The innovation diffusion models developed in marketing are applied to the adoption of Internet in France. The most classical of them, the Bass model is adjusted to the estimations of Médiamétrie. The NUI model (Easingwood, Mahajan et Muller, 1983) has been utilized to introduce the network externalities by incorporating the increasing influence of interpersonal communication on the penetration as a function of previous adopters. Some predictions of the penetration of Internet in France are proposed.

Suggested Citation

  • Marianela Fornerino, 2002. "Les modèles de diffusion d'innovations en marketing et l'adoption d'Internet en France," Grenoble Ecole de Management (Post-Print) hal-00455217, HAL.
    • Handle: RePEc:hal:gemptp:hal-00455217
    Note: View the original document on HAL open archive server: http://hal.grenoble-em.com/hal-00455217
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    References listed on IDEAS

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    1. Christopher J. Easingwood & Vijay Mahajan & Eitan Muller, 1983. "A Nonuniform Influence Innovation Diffusion Model of New Product Acceptance," Marketing Science, INFORMS, vol. 2(3), pages 273-295.
    2. Yseulys Costes, 1998. "La mesure d'audience sur Internet," Post-Print halshs-02925811, HAL.
    3. Faïz Gallouj, 1994. "Economie de l'innovation dans les services," Post-Print hal-01111989, HAL.
    4. Y. Costes, 1998. "La mesure d'audience sur internet : Un état des lieux," Post-Print hal-02017846, HAL.
    5. Frank M. Bass, 1969. "A New Product Growth for Model Consumer Durables," Management Science, INFORMS, vol. 15(5), pages 215-227, January.
    6. Frank M. Bass & Jerry Wind, 1995. "Introduction to the Special Issue: Empirical Generalizations in Marketing," Marketing Science, INFORMS, vol. 14(3_supplem), pages 1-5.
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