The Effects of Market Network Heterogeneity on Innovation Diffusion: An Agent‐Based Modeling Approach

Jonathan D. Bohlmann, Roger J. Calantone, Meng Zhao · 2010 · Journal of Product Innovation Management

Summary. This paper uses agent-based modeling to examine how network structure affects innovation diffusion. The researchers find that how consumers connect to each other and communicate within market segments significantly influences how quickly innovations spread. Identifying key communicator nodes in networks allows organizations to better target their innovation strategies to different market segments and accelerate adoption.

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Bohlmann, J. D., Calantone, R. J., & Zhao, M.. (2010). The Effects of Market Network Heterogeneity on Innovation Diffusion: An Agent‐Based Modeling Approach. Journal of Product Innovation Management. https://doi.org/10.1111/j.1540-5885.2010.00748.x

@article{bohlmann-2010-effects-market-network-heterogeneity-innovation,
  title   = {The Effects of Market Network Heterogeneity on Innovation Diffusion: An Agent‐Based Modeling Approach},
  author  = {Jonathan D. Bohlmann and Roger J. Calantone and Meng Zhao},
  journal = {Journal of Product Innovation Management},
  year    = {2010},
  doi     = {10.1111/j.1540-5885.2010.00748.x},
  url     = {https://doi.org/10.1111/j.1540-5885.2010.00748.x}
}

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TI  - The Effects of Market Network Heterogeneity on Innovation Diffusion: An Agent‐Based Modeling Approach
AU  - Jonathan D. Bohlmann
AU  - Roger J. Calantone
AU  - Meng Zhao
JO  - Journal of Product Innovation Management
PY  - 2010
DO  - 10.1111/j.1540-5885.2010.00748.x
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Details

DOI: 10.1111/j.1540-5885.2010.00748.x
Countries: United States
Regions: North America
Categories: innovation-theory, innovation-networks, general-innovation
Added: 2026-04-28