Аннотация
Competition among firms frequently involves product innovation and
subsequent promotional activity. When these innovations involve new
communication technologies, their adoption enhances the overall communications
infrastructure which, in turn, facilitates information flow about
innovations throughout society. In this way, market competition has
the unintended effect of accelerating the diffusion of innovations,
particularly of new communication technologies. Interconnectivity
occurs because marketers employ new communications technology for
promotional purposes and because consumers use the new communication
technologies to learn about yet other innovations. Factors associated
with the interconnectivity phenomenon involve social comparison,
the network structure of interpersonal communications, and prestige
seeking. The broad-scale impacts of this interaction include a shift
in the social evaluation of newness and a shortening of product life
cycles. Implications for firms and society are discussed.
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