PPT Slide
- We proposed a new classification for product/service, namely, anticipatory good/service vs unaticipatory good/service from new product diffusion pattern perspective.
- We found that the diffusion pattern of anticipatory good/service takes the rapidly penetrating (J-shaped) pattern.
- We found that it can not be captured well by Bass diffusion (=exponential ) curve (ex. first purchase sales patterns of grocery goods) . They are generally much sharper than those captured by Bass model. Hence, those goods indicating sharper rapid penetrating diffusion curves can be identified as anticipatory goods.
- Therefore, diffusion strategy of new products for anticipatory good/service must be different from unaticipatory good/service.