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dc.contributor.authorPeters, Kayen_US
dc.contributor.authorAlbers, Sönkeen_US
dc.contributor.authorKumar, V.en_US
dc.description.abstractCompanies employ international diffusion models to assess the local market potential andlocal diffusion speed to support their decision making on market entry. After their entry into acountry, they use the model forecasts for their performance controlling. To this end, empiricalapplications of international diffusion models aim to link differential diffusion patterns acrosscountries to various exogenous drivers. In the literature, macro- and socioeconomic variables likepopulation characteristics, culture, economic development, etc. have been linked to differentialpenetration developments across countries. But as companies cannot influence these drivers, theirmarketing decisions that shape national diffusion patterns are ignored. Is this reasonable? Whatthen, is the role of marketing instruments in an international diffusion context? We address thisissue and compare the influence of these prominent exogenous drivers of international diffusionwith that of industry and marketing-mix variables. To account for all of these factors andsimultaneously accommodate the influence of varying cross-country interactions, we develop amore flexible yet parsimonious model of international diffusion. Finally, to avoid technical issuesin implementing spatially dependent error terms we introduce the test concept of Moran's I tointernational diffusion model. We demonstrate that the lead-lag effect in conjunction with spatialneighborhood effects controls most of the spatial autocorrelation. Using this combined approachwe find that --- for cellulars --- industry and marketing-mix variables explain internationaldiffusion patterns better than macro- and socioeconomic drivers.en_US
dc.publisherZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften, Leibniz-Informationszentrum Wirtschaft |cKiel und Hamburgen_US
dc.relation.ispartofseries|aArbeitspapiere des Lehrstuhls für Innovation, Neue Medien und Marketing, Institut für Betriebswirtschaftslehre, Universität Kielen_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

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