Working Papers

A New Approach to Modeling the Adoption of New Products: Aggregated Diffusion Models

Olivier Toubia, Jacob Goldenberg, and Rosanna Garcia

Jan 1, 2008

Combines traditional aggregate approach with the agent-based approach to describe and forecast the diffusion process of new products; uses model to enable a major consumer packaged goods (CPG) manufacturer to develop a theory-driven aggregate diffusion model and to calibrate this model shortly after launch using survey data.

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