Market-level information and the diffusion of competing technologies:an exploratory analysis of the LAN industry


Market-level information diffused by print media may contribute to the legitimation of an emerging technology and thus influence the diffusion of competing technological standards. After analyzing more than 10,000 trade media abstracts from the Local Area Networks (LAN) industry published between 1981 and 2000, we found the presence of differential effects on the adoption of competing standards by two market-level information types: technology and product availability. The significance of these effects depends on the technology's order of entry and suggests that high-tech product managers should make strategic use of market-level information by appropriately focusing the content of their communications. © 2007 Elsevier B.V. All rights reserved.

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Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: NOTICE: this is the author’s version of a work that was accepted for publication in Research Policy. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Theoharakis, Vasilis; Vakratsas, Demetrios and Wong, Veronica W.Y. (2007). Market-level information and the diffusion of competing technologies: an exploratory analysis of the LAN industry. Research Policy, 36 (5), pp. 742-757. DOI 10.1016/j.respol.2007.02.011
Uncontrolled Keywords: diffusion,high-technology marketing,legitimacy,market-level information,word of mouth,Business and International Management,Strategy and Management,Economics and Econometrics
Publication ISSN: 0048-7333
Last Modified: 17 Jun 2024 07:09
Date Deposited: 03 Nov 2009 11:58
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Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2007-06
Authors: Theoharakis, Vasilios
Vakratsas, Demetrios
Wong, Veronica W.Y.


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