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ASME Press Select Proceedings

International Conference on Information Technology and Computer Science, 3rd (ITCS 2011)

Editor
V. E. Muhin
V. E. Muhin
National Technical University of Ukraine
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W. B. Hu
W. B. Hu
Wuhan University
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ISBN:
9780791859742
No. of Pages:
656
Publisher:
ASME Press
Publication date:
2011

Based on the theory of diffusion industry market expansion is incorporated in the classical Bass diffusion model. The model which assumes that industry market expansion simultaneously influenced the various brands diffusion within a product category at different level is proposed to examine the impact of industry market factors on brand diffusion. The results of China mini passenger vehicle in recent 10 years indicate that the market expansion acts an important role in brand diffusion. Meanwhile the empirical results also validate the effectiveness of incorporating market expansion variables in the brand diffusion model.

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