Research

Dual Diffusion: Analysis and Implications for Sales Force Management

Analyzes the implications of innovation diffusion on sales force management in the U.S. Usefulness of the diffusion framework for strategic decision making on the adoption of new products; Role of external and word-of-mouth communication in influencing product adoption behavior of the consumers; Question on the essence of the supply of innovation for the diffusion pattern.

Publication Information
Article Title: Dual Diffusion: Analysis and Implications for Sales Force Management
Journal: Journal of Marketing Theory and Practice (Jul, 1994)
Vol. 2, Issue 3, ISSN 1069-6679
Author(s): Parthasarathy, M.;  Sohi, Ravi;  Hampton, Ronald D
Researcher Information
    
Sohi, Ravi
Sohi, Ravi
Professor and Robert D. Hays Distinguished Chair of Sales Excellence
Expertise:
  • Business-to-Business Marketing
  • E-Commerce Marketing
  • International Marketing
  • Marketing Channels Management
  • Sales Management
Marketing
CoB 335D
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
ravisohi@unl.edu
Hampton, Ronald D
Hampton, Ronald D
Emeritus
Expertise:
  • International Marketing
  • Marketing Management
  • Retail Management
  • Leadership
  • Consumer Behavior
Marketing
CoB 345
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
ron@unl.edu