Abstract:

One of the significant issues facing brand owners is the successful introduction of new products and/or services to market. The importance of facilitating new product diffusion is increasingly important with the escalating costs of entry into many markets. One way of enhancing the chances of success is to target those who are most likely to try new products and have wide 'connected' networks. Such early adopters and opinion leaders may, it is hoped, then spread the word explicitly or implicitly through their purchase behaviour. This paper provides insight into this diffusion process in two ways: firstly a literature review of related research and, secondly, empirical evidence from original research undertaken in the United Kingdom, Germany and France.