Abstract:

We propose to examine the methods of approach which have up to now constituted the bases of the leading work done in this field. We shall then demonstrate how this phenomenon is generally taken into account when it lies in each of the three great domains constituting the subject of synthesis in the course of this Congress: forecast models, marketing models and research into ideas for new products. At the same time, we shall attempt to analyse the practical implications of this situation, that is to say the risks that limit the practical application of forecast and marketing models because of the omission of or the insufficient treatment given to the phenomenon of diffusion in the models we have mentioned.