Working Papers

Customer Segmentation, Leapfrogging, Switching, and Cannibalization in the Context of Disruptive Technological Change

Deepa Chandrasekaran, Gerard J. Tellis, and Gareth M. James

Oct 25, 2018

Develops a generalized model of the diffusion of successive technologies with partial substitution, tested on large, multi-country datasets of technological succession. Defines and models five new adopter segments of successive technologies that they term pure switchers, bold and doubtful leapfroggers, maven, and cautious innovators.

 

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