Autori: Stefano Armenia, Alessandro Pompei, Vittorio Pupillo, Fabio Nonino
Tipologia Prodotto: Articolo in rivista
DOI: 10.1504/IJMABS.2018.10011645
Titolo della Rivista: International Journal of Markets and Business Systems
Numero; Volume: 3
Numero prima e ultima pagina: 141 – 162
ISSN: 2056-4112
Anno di Pubblicazione: 2018
Link: https://www.inderscience.com/info/inarticle.php?artid=90513
Abstract:
Launching a new product on the market is a strategic activity that needs specific investments and a specific organisation. There are multiple factors that determine the success of a new product on the market but their direct effects are not often very well observable (marketing for example). With this study, we analysed the systemic structure underlying the dynamics related to the introduction of a new product on the market. In particular, we built a qualitative model based on the systems thinking methodology of causal-loop diagrams (CLDs), starting from the main structure and assumptions of the well-known Bass model. The model provides a systemic perspective on the interdependencies among various aspects that interact in important organisational areas. The presented causal-loop diagramtries to describe the systems structure which is intrinsic to the introduction and diffusion of a new product on the market, and how ultimately the related dynamics could be managed.
Keywords: marketing competition; systems thinking; marketing strategy; word-of-mouth; new product diffusion; customer satisfaction.