Case | HBS Case Collection | November 2001 (Revised September 2002)

Four Products: Predicting Diffusion

by John T. Gourville

Abstract

One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. Focuses on four innovative products from different domains. Although one can speculate on the scope and rate of diffusion for each of these products independently, it's helpful to compare and contrast diffusion across these products. Doing so allows one to focus on the "levers" or product characteristics that influence product diffusion, making one product a star and another a dog. Importantly, looking across products allows one to pick up on things that get lost in discussing a single product.

Keywords: Forecasting and Prediction; Innovation and Invention; Product Launch; Demand and Consumers; Technology Adoption;

Citation:

Gourville, John T. "Four Products: Predicting Diffusion." Harvard Business School Case 502-045, November 2001. (Revised September 2002.)