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Case studies

The role of innovators in the diffusion of style process

This paper presents a short case study of the introduction of a new automobile in a small town. It analyses the characteristics and the role of innovators in the diffusion process. The analyses have shown that innovators with opinion leadership...

Catalogue: Seminar 1974: Fashion, Research And Marketing
Authors: Coskun Samli, John C. Rogers
December 4, 1974