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.

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	Sohi, Ravi Associate Dean - Graduate Programs and Research Expertise: Business-to-Business Marketing E-Commerce Marketing International Marketing Marketing Channels Management Sales Management Marketing CBA 214B P.O. Box 880492 University of Nebraska-Lincoln Lincoln, NE 68588-0492, USA Phone: (402) 472-9500 Fax: (402) 472-5180 ravisohi@unl.edu	Sohi, Ravi	Marketing
	Hampton, Ronald D Emeritus Expertise: International Marketing Marketing Management Retail Management Leadership Consumer Behavior Marketing CBA 331 P.O. Box 880492 University of Nebraska-Lincoln Lincoln, NE 68588-0492, USA Phone: (402) 472-5321 Fax: (402) 472-9777 ron@unl.edu	Hampton, Ronald D	Marketing