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“Innovate or Perish” is the marketer's cry of the 1960s. And “Perish as You Innovate” could well be the marketing slogan of the 1970s. But several questions arise. Can innovation be programed to occur? What is the nature of the diffusion process? Can consumer “innovators” be identified and appealed to? How do advertising and personal influence compare in effectiveness for new product diffusion? Here are some answers to these questions.
Thomas S. Robertson (Sun,) studied this question.