Measuring diffusion: fast tracking new products

Professor Clive Nancarrow and Martin Oxley

Martin Oxley and Clive Nancarrow describe a research project which they believe could contribute to new products being successfully introduced to the market.

Measuring Diffusion: Fast Tracking New Products

Martin OxleyNFO andClive NancarrowBristol Business School

Brand owners often wrestle with how best successfully to introduce new products or services to the market. One way of enhancing the chances of success is to target those who are most likely to try new products and/or opinion leaders who have wide social networks. Such individuals, it is hoped, then spread the word explicitly or implicitly through their attitudes, behaviour and communications. Yet, surprisingly, new product development research and new product launch strategies often pay scant attention to these key groups. Indeed, NPD...

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