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Though word-of-mouth (w-o-m) communications is a pervasive and intriguing phenomenon, little is known on its underlying process of personal communications. Moreover as marketers are getting more interested in harnessing the power of w-o-m, for e-business and other net related activities, the effects of the different communications types on macro level(More)
and two anonymous reviewers for a number of thoughtful comments and suggestions. EXECUTIVE SUMMARY Aggregate level simulation procedures have been used in many areas of marketing. In this paper we show how individual level simulations may be used support marketing theory development. More specifically, we show how a certain type of simulations that is based(More)
the Area Editor, and two anonymous reviewers for a number of helpful critiques and suggestions. Abstract Conventional wisdom suggests that network effects should drive faster market growth due to the bandwagon effect. However, as we show, network externalities may also create an initial slowdown effect on growth because potential customers wait for early(More)
The Internet revolution has made long-distance communication dramatically faster, easier, and cheaper than ever before. This, it has been argued, has decreased the importance of geographic proximity in social interactions, transforming our world into a " global village " with a "borderless society". We argue for the opposite: while technology has(More)
W eb 2.0 provides gathering places for Internet users in blogs, forums, and chat rooms. These gathering places leave footprints in the form of colossal amounts of data regarding consumers' thoughts, beliefs, experiences , and even interactions. In this paper, we propose an approach for firms to explore online user-generated content and " listen " to what(More)
We show how networks modify the diffusion curve by affecting its symmetry. We demonstrate that a network's degree distribution has a significant impact on the contagion properties of the subsequent adoption process, and we propose a method for uncovering the degree distribution of the adopter network underlying the dissemination process, based exclusively(More)
O ne of the main problems associated with early-period assessment of new product success is the lack of sufficient sales data to enable reliable predictions. We show that managers can use spatial dimension of sales data to obtain a predictive assessment of the success of a new product shortly after launch time. Based on diffusion theory, we expect that for(More)