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Activity Number: 302
Type: Topic Contributed
Date/Time: Tuesday, August 4, 2009 : 10:30 AM to 12:20 PM
Sponsor: Section on Statistics and Marketing
Abstract - #304175
Title: Investigating Cross-Country Interaction in New Product Diffusion
Author(s): Debabrata (Debu) Talukdar*+ and Brian Hartman and Bani K. Mallick
Companies: State University of New York at Buffalo and Texas A&M University and Texas A&M University
Address: , , ,
Keywords: New Product Diffusion ; Hierarchical Bayes ; Cross-country interaction
Abstract:

We extend the existing set of cross-country interaction studies in two ways. First, we develop several competing and complementary mixing models that capture interaction dynamics among countries. Specifically, we develop mixing models of cross-country interaction that take into account bilateral flow of people (tourism), goods (trade), capital (investments), and spatial proximity. Second, our study applies a reference leader-follower hierarchical structure on countries as a source of cross-country influence independent of the traditional word-of-mouth effect. We use Hierarchical Bayesian techniques to estimate the parameters in our proposed modifications of the Bass Diffusion Model and compare their predictive accuracies. Our data covers 7 new product diffusions across 31 countries. The sample accounts for about 80% of the global economic output and 60% of the global population.


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