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홍정식(Jung-Sik Hong),엄석준(Seok-Jun Eom) 한국경영과학회 2009 韓國經營科學會誌 Vol.34 No.4
Bass diffusion model have played a central role in studying the diffusion of the new products since 1969, the year of publication of Bass model. Almost 750 publications based on the Bass diffusion model have explored extensions and applications. Extension models can be divided into two types. One is the model containing marketing-mix variables and the other is the model containing additional parameters. This paper presents another extension model of the latter type. Our model allows the time varying coefficients of innovation and imitation. Two pieces approximation of time varying coefficients is introduced and it's parameters are estimated based on NLS(Non-Linear Mean Square) method. Empirical studies are performed and the results show that our model is superior to the basic Bass model and the NUI(Non-Uniform Influence) model which is the well-known extension of the Bass model. The model developed in this paper is, also, transformed into the Bass model with the ready potential adopters in order to enhance the descriptive power.
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