Diffusion of innovations

The authors review about 200 publications on diffusion of innovations over 50 years.The major findings are the following.First, most publications (70%) analyze functional B2C products (predominantly consumer durables) while only a few focus on cultural products (i.e., music, street fashion, or dance) (16%) or functional B2B products (14%).These numbers indicate a data availability bias in favor of B2C functional products and question the generalizability of existing theory or findings.Second, price and identity relevance distinguish functional products from cultural products.Third, functional products follow a classic diffusion process from upper socio-economic segments to lower socio-economic segments, while…