One of the biggest challenges in marketing innovation is the forecasting of demand and the rate of diffusion of these products. Focuses on four innovative products in different areas. Though it is possible to speculate on the extent and rate of diffusion for each of these products on their own, it is useful to compare and contrast diffusion through these products. This allows you to focus on the "levers" or product characteristics that influence the distribution of the product, which makes a single product, the stars and the other dog. It is important to note that, looking through the products can pick up on things that are lost in the discussion of the same product.
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by John T. Gourville Source: Harvard Business School 9 pages. Published: 15 November, 2001. Prod. #: 502045-HCB-ENG
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