Emerging scenarios by using DDM: A case study for japanese comic marketing

Abstract

In this paper, we proposed a supportive framework for scenario emergence by using a novel diffusion model called DDM aiming to provide effective methodologies for marketing of innovative products. We also applied the framework to Japanese comic market as a case study. At the case study, we could obtain five remarkable works and a scenario including how the market forming a stream with these works. The scenario was beyond assumption of the domain experts as novelty, and therefore it works for them to recognize the hidden chance for utilization. © Springer-Verlag 2004.