Construct · 1 fields · 1 citations

saddle in new product diffusion: a standalone construct

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Marketing

an early sales peak followed by a trough before later growth, explained by weak communication between early-market and main-market adopters.

In marketing, saddle in new product diffusion refers to an early sales peak followed by a trough before later growth, explained by weak communication between early-market and main-market adopters. This meaning comes from Goldenberg (2002) in Journal of Marketing.[1]

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Nearby constructs

diffusion6 fields · 12 citationsjingle · one name, six constructs growth4 fields · 4 citationsjingle · one word, four constructs product3 fields · 3 citationsjingle · one word, three constructs

References

Goldenberg, J., Libai, B., & Muller, E. (2002). Riding the Saddle: How Cross-Market Communications Can Create a Major Slump in Sales. Journal of Marketing, 66(2), 1-16. https://doi.org/10.1509/jmkg.66.2.1.18472

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