Research on growth of innovations introduced to the market has gradually shifted its focus
from aggregate-level diffusion to exploring how growth is influenced by a given social …

The proposed framework sheds light on the fundamental role that value propositions play in
service systems. Building on service-dominant logic from marketing and structuration theory …

I started this project some 10 years back; Professor Paul Green assisted me in the early
phase of this work. During the last 5 years or so, there have been several interesting …

During the last decade, service-dominant (SD) logic (1) has taken a series of significant
theoretical turns,(2) has had foundational premises modified and added and (3) has been …

Though word-of-mouth (wom) communications is a pervasive and intriguing phenomenon,
little is known on its underlying process of personal communications. Moreover as marketers …

Agent-based modeling can illuminate how complex marketing phenomena emerge from
simple decision rules. Marketing phenomena that are too complex for conventional …

Diffusion processes of new products and services have become increasingly complex and
multifaceted in recent years. Consumers today are exposed to a wide range of influences …

Innovation is one of the most important issues in business research today. It has been
studied in many independent research traditions. Our understanding and study of innovation …

The authors explore the role of hubs (people with an exceptionally large number of social
ties) in diffusion and adoption. Using data on a large network with multiple adoptions, they …

This article discusses the diffusion process in an online social network given the individual
connections between members. The authors model the adoption decision of individuals as a …