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Market-level information and the diffusion of competing technologies: An exploratory analysis of the LAN industry |
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| Authors: | Vasilis Theoharakis Demetrios Vakratsas Veronica Wong |
| Affiliation: | a ALBA Graduate Business School, Athinas & Areos 2A, Vouliagmeni 16671, Greece b Aston Business School, Aston University, Aston Triangle, Birmingham B4 7ET, United Kingdom c McGill University, Desautels Faculty of Management, McGill University, 1001 Sherbrooke St. W., Montreal, QC, Canada H3A 1G5 |
| 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. |
| Keywords: | High-technology marketing Diffusion Market-level information Word of mouth Legitimacy |
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