Department of Management
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Item A model for adoption of successive generations of a high technology product(Inder Science, 2007) Chanda, UdayanModelling the new product sales growth and forecasting future sales has been an important area of research in Marketing Science. Models have been proposed to map the consumer buying behaviour against explanatory variables such as price, promotional effort, quality, time, etc. In comparison, high technology products have received less attention. These products usually have many generations, each succeeding generation being an improvement over the previous one. This paper discusses some well-known models in this area and also proposes a new one. The new model uses the relationship between the repeat purchasers and the new purchasers in the overall diffusion of a new technology over multiple generations, by separately identifying the two types of adopters. This model has been validated on sales-data and has also been compared to an established model.Item A study of the diffusion parameters and marketing decision variables for a family of technological innovations(Inder Science, 2008) Chanda, UdayanBusiness organisations introduce new products in the market to beat competition and increase profit. For high-technology products, continuous innovations promise better performance, feature enhancements and quality improvement. Often, consecutive technology generations compete in the market, which calls for synergistic decision-making on marketing variables. At around the time of its introduction, the time path of prices for two competing technologies can show interesting patterns vis-a-vis their sales. It is important to understand the influence of marketing variables on consumer psychology to predict the adoption process of new technology. This paper focuses on studying the relative changes in diffusion parameters and marketing decision variables through sales models developed for multiple-generation productsItem A mathematical model for diffusion of products with multiple generations(Inder Science, 2009-01) Chanda, UdayanModelling the new product sales growth and forecasting the future over the product life-cycle has been an important area of research in Marketing. Many models on this topic have also been extended for describing the diffusion of products having multiple technological generations. But factors influencing diffusion of such products are very distinctive and therefore the modelling approach needs to be different. This paper proposes a model that improves upon some well-know models to study the sales growth of successive generation of products. The model has been validated on a sales-data and has also been compared with an established model.