Problems in Predicting New Product Growth for Consumer Durables
Roger M. Heeler, Thomas P. Hustad
Management Science · 1980 · Volume 26 · Issue 10
Abstract
A popular model of new product diffusion is applied in an international setting. Several limitations on its use are noted: instability with limited data, environmental differences, and systematic under reporting of estimated time to attain peak level of first purchase sales.
Keywords
marketing: new products, forecasting, industries: electric/electronic
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