Irish Marketing Review

UNEVEN DIFFUSION OF INNOVATION WITHIN THE INTERNATIONAL CELLULAR TELECOMMUNICATIONS MARKET: LESSONS FOR IRISH FIRMS

Irish Marketing Review | January 1, 2003 | Copyright

The causes of the uneven nature of innovation diffusion in an international context are examined and its implications for Irish marketing managers discussed. A framework is proposed which attempts to explain the various reasons why the cellular innovation diffuses more rapidly in some markets than in others. Evidence is presented on an aggregate, macro level for the global cellular telecommunications market, using cellular revenue and subscriber figures as appropriate indicators of global diffusion. Findings exhibit clearly discernible relationships between diffusion, competitive activity…

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