Research Policy 2007

Market-level information and the diffusion of competing technologies: An exploratory analysis of the LAN industry

Vasilis Theoharakis^1,2; Demetrios Vakratsas^2,3; Veronica Wong¹

¹ Aston University · ² Alba Graduate Business School, The American College of Greece · ³ McGill University

Abstract

Market-level information diffused by print media may contribute to the legitimation of an emerging technology and thus influence the diffusion of competing technological standards. After analyzing more than 10,000 trade media abstracts from the Local Area Networks (LAN) industry published between 1981 and 2000, we found the presence of differential effects on the adoption of competing standards by two market-level information types: technology and product availability. The significance of these effects depends on the technology's order of entry and suggests that high-tech product managers should make strategic use of market-level information by appropriately focusing the content of their communications.

DOI

10.1016/j.respol.2007.02.011

Sources

semanticscholar openalex

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓