@techreport{Peters2008there,
abstract = {Companies employ international diffusion models to assess the local market potential and
local diffusion speed to support their decision making on market entry. After their entry into a
country, they use the model forecasts for their performance controlling. To this end, empirical
applications of international diffusion models aim to link differential diffusion patterns across
countries to various exogenous drivers. In the literature, macro- and socioeconomic variables like
population characteristics, culture, economic development, etc. have been linked to differential
penetration developments across countries. But as companies cannot influence these drivers, their
marketing decisions that shape national diffusion patterns are ignored. Is this reasonable? What
then, is the role of marketing instruments in an international diffusion context? We address this
issue and compare the influence of these prominent exogenous drivers of international diffusion
with that of industry and marketing-mix variables. To account for all of these factors and
simultaneously accommodate the influence of varying cross-country interactions, we develop a
more flexible yet parsimonious model of international diffusion. Finally, to avoid technical issues
in implementing spatially dependent error terms we introduce the test concept of Moran's I to
international diffusion model. We demonstrate that the lead-lag effect in conjunction with spatial
neighborhood effects controls most of the spatial autocorrelation. Using this combined approach
we find that --- for cellulars --- industry and marketing-mix variables explain international
diffusion patterns better than macro- and socioeconomic drivers.},
address = {Kiel und Hamburg},
author = {Kay Peters and S\"{o}nke Albers and V. Kumar},
copyright = {http://www.econstor.eu/dspace/Nutzungsbedingungen},
keywords = {330},
language = {eng},
publisher = {ZBW - Deutsche Zentralbibliothek f\"{u}r Wirtschaftswissenschaften, Leibniz-Informationszentrum Wirtschaft},
title = {Is there more to international Diffusion than Culture? An investigation on the Role of Marketing and Industry Variables},
type = {Arbeitspapiere des Lehrstuhls f\"{u}r Innovation, Neue Medien und Marketing},
url = {http://hdl.handle.net/10419/27678},
year = {2008}
}

