Marketing-Mix Variables and the Diffusion of Successive Generations of a Technological Innovation

Peter J. Danaher, Bruce G. S. Hardie, William P. Putsis · 2001 · Journal of Marketing Research

Summary. This paper develops a model showing how marketing-mix variables, particularly pricing, affect the adoption of successive generations of technological innovations. Using cellular telephone data from a European country, the authors find that price elasticity patterns differ significantly when considering multiple generations together versus single generations alone. Pricing decisions for one generation substantially influence adoption rates of the next generation, revealing interaction effects that single-generation models miss.

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Danaher, P. J., Hardie, B. G. S., & Putsis, W. P.. (2001). Marketing-Mix Variables and the Diffusion of Successive Generations of a Technological Innovation. Journal of Marketing Research. https://doi.org/10.1509/jmkr.38.4.501.18907

@article{danaher-2001-marketing-mix-variables-diffusion-successive,
  title   = {Marketing-Mix Variables and the Diffusion of Successive Generations of a Technological Innovation},
  author  = {Peter J. Danaher and Bruce G. S. Hardie and William P. Putsis},
  journal = {Journal of Marketing Research},
  year    = {2001},
  doi     = {10.1509/jmkr.38.4.501.18907},
  url     = {https://doi.org/10.1509/jmkr.38.4.501.18907}
}

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TI  - Marketing-Mix Variables and the Diffusion of Successive Generations of a Technological Innovation
AU  - Peter J. Danaher
AU  - Bruce G. S. Hardie
AU  - William P. Putsis
JO  - Journal of Marketing Research
PY  - 2001
DO  - 10.1509/jmkr.38.4.501.18907
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Details

DOI: 10.1509/jmkr.38.4.501.18907
Countries: United Kingdom
Regions: Europe
Categories: innovation-theory, general-innovation
Added: 2026-04-28