Article ID: | iaor1995465 |
Country: | Netherlands |
Volume: | 10 |
Issue: | 2 |
Start Page Number: | 353 |
End Page Number: | 380 |
Publication Date: | Jun 1994 |
Journal: | International Journal of Forecasting |
Authors: | Parker Philip M. |
Keywords: | forecasting: applications |
Since the 1960s, a number of new product diffusion models have been developed and applied in marketing. This paper reviews the theoretical origins, specifications, data requirements, estimation procedures, and pre-launch calibration possibilities for these aggregate models. Following a critical review of both the problems and the potential benefits of these models, a number of suggestions are made with respect to future academic and applied research involving new product diffusion forecasting.