International Diffusion Research: A Propositional Inventory for Future Research

Abstract

Expanding into international markets and effectively introducing products abroad are topics of great interest to international marketers and managers. The research and information on diffusion, the procedure by which an innovation is disbursed, has been widely expanded throughout the last decade. Nevertheless international diffusion research remains limited, even in the midst of product expansion into international markets. This paper offers propositional theories consolidating the current research in the area of international diffusion in the form of an inventory. This inventory, along with its implications for management considering international product introductions and recommendations for future research, provides an updated view of international diffusion to aid in forecasting international marketing success.