Industrial diffusion, adoption and communication
G. A. Lancaster
(Department of Marketing Studies, Huddersfield Polytechnic, Huddersfield, UK)
M. White
(Scarborough Technical College, Scarborough, UK)
228
Abstract
Provides a comprehensive and critical analysis of work done in the field of industrial diffusion, adoption and communication. Suggests that work done in the diffusion of industrial markets is a slow process, and highlights the problems of conditional and causal‐factors in its examination. Presents a summary of those firms thought to be likely to be innovators.
Keywords
Citation
Lancaster, G.A. and White, M. (1976), "Industrial diffusion, adoption and communication", European Journal of Marketing, Vol. 10 No. 5, pp. 280-298. https://doi.org/10.1108/EUM0000000005052
Publisher
:MCB UP Ltd
Copyright © 1976, MCB UP Limited