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dc.contributor.authorPeters, Kayen_US
dc.contributor.authorAlbers, Sönkeen_US
dc.contributor.authorKumar, V.en_US
dc.date.accessioned2009-08-12T07:38:23Z-
dc.date.available2009-08-12T07:38:23Z-
dc.date.issued2008en_US
dc.identifier.urihttp://hdl.handle.net/10419/27678-
dc.description.abstractCompanies 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.en_US
dc.language.isoengen_US
dc.publisherZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften, Leibniz-Informationszentrum Wirtschaft Kiel und Hamburgen_US
dc.relation.ispartofseriesArbeitspapiere des Lehrstuhls für Innovation, Neue Medien und Marketingen_US
dc.subject.ddc330en_US
dc.titleIs there more to international Diffusion than Culture? An investigation on the Role of Marketing and Industry Variablesen_US
dc.typeWorking Paperen_US
dc.identifier.ppn659403730-
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungen-
dc.identifier.repecRePEc:zbw:esprep:27678-
Appears in Collections:Working and Discussion Papers / Arbeits- und Diskussionspapiere, EconStor Direct
Arbeitspapiere des Instituts für Betriebswirtschaftslehre, CAU Kiel

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