Capturing the shape of diffusion over space and time

Abstract

Most literature in the area of diffusion of innovation looks at the phenomenon solely as a function of time . The authors argue that the process takes time precisely because it also functions on other dimensions such as space. This paper attempts to model the shape of diffusion over space and time and test hypotheses concerning the shape of the diffusion process. Implications are also provided for major marketing decisions such as franchising, distribution, and international marketing.