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Diffusion neuer Produkte
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Die Analyse der Faktoren, die zum Erfolg einer Produktidee fhren, ist fr das Management von groer Bedeutung, insbesondere in den Frhphasen der Produktentwicklung, wenn noch keine Absatzdaten fr eine Diffusionsprognose vorliegen. Auf der Grundlage der Adoptions- und Diffusionstheorie integriert Ulrike Bhr-Seppelfricke den Einfluss von Produkteigenschaften in statistisch schtzbare Modelle und fhrt eine empirische Analyse durch. Hierzu bedient sich die Autorin der konometrischen Panel-Analyse. Basierend auf empirischen Zusammenhngen werden Diffusionsprognosen erstellt, bevor Absatzdaten einer Produktgruppe vorliegen.
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