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Title:
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DIFFUSION IN SOCIAL NETWORKS AND DISRUPTIVE INNOVATIONS |
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Author(s):
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Geoffrey Canright , Kenth Engø-monsen , Åsmund Weltzien , Fahimeh Pourbayat |
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ISBN:
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972-98947-8-7 |
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Editors:
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Nitya Karmakar and Pedro Isaías |
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Year:
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2004 |
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Edition:
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Single |
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Keywords:
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Innovation diffusion, disruptive innovations, social networks, marketing. |
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Type:
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Oral Presentation - 30 minutes |
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First Page:
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285 |
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Last Page:
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295 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This paper combines classical innovation diffusion theory and recent discoveries in social network analysis to better explain why diffusion processes have a tendency to take off when certain people often referred to as opinion leaders endorse new products. By defining opinion leaders as network centers the authors can give a general model of spreading based on the centers roles. These insights are then applied to problems of handling and preparing for disruptive innovations and to problems of carrying out effective marketing campaigns. |
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