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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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 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.
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source Business Source Ultimate; JSTOR Archival Journals and Primary Sources Collection; ABI/INFORM Global
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
title Word-of-Mouth Processes in the Diffusion of a Major Technological Innovation
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