Marketing Papers

Document Type

Working Paper

Date of this Version



Diffusion models have had a major impact on the literature and practice of marketing science. Following the pioneering work of Bass (1969), which suggested a deterministic model for homogeneous populations, the basic diffusion model has been extended to incorporate:

  • changes in the market potential over time (Mahajan & Peterson 1978);
  • complimentarity, substitutability, contigent & independent relations of the new product with other brands in the market place (Peterson & Mahajan 1978);
  • spatial diffusion pattern (Mahajan & Peterson 1979);
  • varying word-of-mouth effects (Easingwood, Mahajan & Muller 1983);
  • various marketing mix effects including the effect of price on both innovation and imitation coefficients (Robinson and Lakhani 1975) or advertising effect on the innovation coefficient (Horsky and Simon 1983).
  • competitive effects (Eliashberg & Jeuland 1982, Fershtman, Mahajan and Muller 1983)


This is an unpublished manuscript.



Date Posted: 15 June 2018