Affiliation:
1. Assistant Professor of Marketing, Graduate School of Business Administration, New York University.
Abstract
This article presents a microanalytic study of the use of word-of-mouth among decision makers in competitive firms in the diffusion of a major technological innovation. Results indicate that an active, functioning informal communications network linked the firms and was in active use in the diffusion process.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
43 articles.
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