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Market-level Information and the Diffusion of Competing Technologies: An Exploratory Analysis of the LAN Industry

Theoharakis, V., Vakratsas, D., Wong, Veronica (2007) Market-level Information and the Diffusion of Competing Technologies: An Exploratory Analysis of the LAN Industry. Research Policy, 36 (5). pp. 742-757. ISSN 0048-7333. (doi:10.1016/j.respol.2007.02.011) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1016/j.respol.2007.02.011

Abstract

Market-level information diffused by print media may contribute to the legitimation of an emerging technology and thus influence the diffusion of competing technological standards. After analyzing more than 10,000 trade media abstracts from the Local Area Networks (LAN) industry published between 1981 and 2000, we found the presence of differential effects on the adoption of competing standards by two market-level information types: technology and product availability. The significance of these effects depends on the technology's order of entry and suggests that high-tech product managers should make strategic use of market-level information by appropriately focusing the content of their communications.

Item Type: Article
DOI/Identification number: 10.1016/j.respol.2007.02.011
Uncontrolled keywords: Diffusion, High-technology marketing, Legitimacy, Market-level information, Word of mouth, Competitive intelligence, Managers, Marketing, Publishing, Technology transfer, High-technology marketing, Legitimacy, Market-level information, Word of mouth, Industrial management
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Cathy Norman
Date Deposited: 09 Jan 2013 16:20 UTC
Last Modified: 29 May 2019 09:54 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32825 (The current URI for this page, for reference purposes)
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