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Optimal Price Subsidy Policy for Accelerating the Diffusion Of Innovation

Shlomo Kalish¹; Gary L. Lilien²

¹ Graduate School of Management, University of Rochester, Rochester, New York 14627 · ² 310 Business Administration Building, The Pennsylvania State University, University Park, Pennsylvania 16802

Due to the risk inherent in dependence on foreign oil, there is a social benefit in aiding the introduction of alternative energy sources into the market place. The Federal government has initiated a number of programs, including price subsidies, to help accelerate the market diffusion of new, alternative energy systems. We develop a model to investigate analytically the effects of a price subsidy over time on the rate of market diffusion. The model considers word-of-mouth effects and learning curve cost declines. Under a set of conditions that a new technology should be expected to meet before commercialization, the optimal subsidy level is shown to be nonincreasing in time. The related market price is shown to be closely related to the diffusion effect. If there is no such effect, the price to the customer is constant. If there is positive diffusion effect, price increases in time, while if market saturation causes demand to decline over time price decreases in time.

DOI

10.1287/mksc.2.4.407

Volume

2 (4)

Pages

407-420

Language

en

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