Word-of-Mouth Processes in the Diffusion of a Major Technological Innovation

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 diffusio...

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Bibliographic Details
Published in:Journal of marketing research 1974-05, Vol.11 (2), p.172-180
Main Author: Czepiel, John A.
Format: Article
Language:English
Subjects:
Business innovation
Business structures
Continuous casting
Disruptive innovation
Early adopters
Formal organization
Hypotheses
Industrial market
Industrial markets
Innovation adoption
Innovation diffusion
Innovations
Interviews
Marketing
Steel industry
Technological innovation
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Description
Summary: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.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377401100208