Modelling product lines diffusion: a framework incorporating competitive brands for sustainable innovations

Aggrawal, Deepti; Anand, Adarsh; Bansal, Gunjan; Davies, Gareth; Maroufkhani, Parisa; Dwivedi, Yogesh

doi:10.1007/s12063-022-00260-0

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Modelling product lines diffusion: a framework incorporating competitive brands for sustainable innovations

Deepti Aggrawal, Adarsh Anand, Gunjan Bansal, Gareth Davies

, Parisa Maroufkhani, Yogesh Dwivedi

Operations Management Research, Volume: 15, Issue: 3-4, Pages: 760 - 772

Swansea University Authors: Gareth Davies , Yogesh Dwivedi

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DOI (Published version): 10.1007/s12063-022-00260-0

Abstract

Understanding of consumer behavior, their changing demands due to increase in social interactions and communications, adoption of latest technologies over existing products have always been a set of fundamental activities for the firms. Keeping the objective of minimum process disruptions and discou...

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Published in:	Operations Management Research
ISSN:	1936-9735 1936-9743
Published:	Springer Science and Business Media LLC 2022
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spelling	2023-01-19T12:55:55.2316024 v2 59425 2022-02-20 Modelling product lines diffusion: a framework incorporating competitive brands for sustainable innovations 0fa6da2da22b7dce598291b581746188 0000-0001-7872-7574 Gareth Davies Gareth Davies true false d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2022-02-20 BBU Understanding of consumer behavior, their changing demands due to increase in social interactions and communications, adoption of latest technologies over existing products have always been a set of fundamental activities for the firms. Keeping the objective of minimum process disruptions and discouraging product proliferation, firms always endeavor to match heterogeneous demands of consumers by emphasizing on the product line. Also, with globalization, rivalry amongst firms has reached a next level. Brands are trying to capture the market by coming up with various combinations of new product mix. Amongst various attributes of product mix, product line has helped firms to attract new potential buyers to a significantly good extent. Therefore, in today’s cutthroat competitive scenario, the concept of product line provides an opportunity for a firm to provide same kind of products with some variation at an altered pricing. The objective of this study is to understand how customers behave (with so many options) and deviate from one product to another product (within and outside the brand). All the possible customers’ shifting combinations that might impact the overall sales of product are captured through the proposed model. A mathematical innovation diffusion model is developed that is motivated by the concept of Bass model and multiple generational diffusion models. This modelling framework describes the scenario of competitive brands that offer multiple products in a marketplace and observing the shifting behavior of the customers and predict the sales when product lines are available. Validation of the model has been done on real-life sales data sets for automobiles industries of two different brands i.e., Hyundai and Maruti Suzuki. The importance of this study is to deliver a solution to the manufacturers that how consumer shifts from one brand to another brand. Therefore, it is imperative for the companies to develop such a product that would lead to customers’ loyalty towards the brand. Journal Article Operations Management Research 15 3-4 760 772 Springer Science and Business Media LLC 1936-9735 1936-9743 Competitive brand; Customer behavior; Difusion modelling; Process disruption; Product line; Social change 1 12 2022 2022-12-01 10.1007/s12063-022-00260-0 COLLEGE NANME Business COLLEGE CODE BBU Swansea University SU Library paid the OA fee (TA Institutional Deal) 2023-01-19T12:55:55.2316024 2022-02-20T10:55:47.3108228 Faculty of Humanities and Social Sciences School of Management - Business Management Deepti Aggrawal 1 Adarsh Anand 2 Gunjan Bansal 3 Gareth Davies 0000-0001-7872-7574 4 Parisa Maroufkhani 5 Yogesh Dwivedi 0000-0002-5547-9990 6 59425__24301__0ff9d4c69025417ebd237b9658a4b0f7.pdf 59425.pdf 2022-06-13T16:21:04.9519126 Output 1681399 application/pdf Version of Record true This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made true eng http://creativecommons.org/licenses/by/4.0/
title	Modelling product lines diffusion: a framework incorporating competitive brands for sustainable innovations
spellingShingle	Modelling product lines diffusion: a framework incorporating competitive brands for sustainable innovations Gareth Davies Yogesh Dwivedi
title_short	Modelling product lines diffusion: a framework incorporating competitive brands for sustainable innovations
title_full	Modelling product lines diffusion: a framework incorporating competitive brands for sustainable innovations
title_fullStr	Modelling product lines diffusion: a framework incorporating competitive brands for sustainable innovations
title_full_unstemmed	Modelling product lines diffusion: a framework incorporating competitive brands for sustainable innovations
title_sort	Modelling product lines diffusion: a framework incorporating competitive brands for sustainable innovations
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author	Gareth Davies Yogesh Dwivedi
author2	Deepti Aggrawal Adarsh Anand Gunjan Bansal Gareth Davies Parisa Maroufkhani Yogesh Dwivedi
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description	Understanding of consumer behavior, their changing demands due to increase in social interactions and communications, adoption of latest technologies over existing products have always been a set of fundamental activities for the firms. Keeping the objective of minimum process disruptions and discouraging product proliferation, firms always endeavor to match heterogeneous demands of consumers by emphasizing on the product line. Also, with globalization, rivalry amongst firms has reached a next level. Brands are trying to capture the market by coming up with various combinations of new product mix. Amongst various attributes of product mix, product line has helped firms to attract new potential buyers to a significantly good extent. Therefore, in today’s cutthroat competitive scenario, the concept of product line provides an opportunity for a firm to provide same kind of products with some variation at an altered pricing. The objective of this study is to understand how customers behave (with so many options) and deviate from one product to another product (within and outside the brand). All the possible customers’ shifting combinations that might impact the overall sales of product are captured through the proposed model. A mathematical innovation diffusion model is developed that is motivated by the concept of Bass model and multiple generational diffusion models. This modelling framework describes the scenario of competitive brands that offer multiple products in a marketplace and observing the shifting behavior of the customers and predict the sales when product lines are available. Validation of the model has been done on real-life sales data sets for automobiles industries of two different brands i.e., Hyundai and Maruti Suzuki. The importance of this study is to deliver a solution to the manufacturers that how consumer shifts from one brand to another brand. Therefore, it is imperative for the companies to develop such a product that would lead to customers’ loyalty towards the brand.
published_date	2022-12-01T04:16:43Z
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Modelling product lines diffusion: a framework incorporating competitive brands for sustainable innovations

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