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Multi-market and global diffusion

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This survey shows that diffusion research has been very popular in the marketing literature, resulting in many mangerially useful insights. However, the large majority of this research has focused on one market (one country or geographic area), with only limited attention being paid to multi-region or international diffusion issues. Hence, even though diffusion (as any other social or economic phenomenon) must take place simustaneously in time and space, previous research has had a pre-occupation with only the time dimension.

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