عنوان مقاله [English]
Innovation diffusion is a complex and dynamic process affected by various variables, such as quality, competition, the time of market entry, advertising and customer's satisfaction. Traditional innovation diffusion models, like Bass model, ignore the dynamics of diffusion process and simplify the assumptions based on which the diffusion process is analyzed. Therefore, this paper seeks to propose a developed and dynamic innovation diffusion model through the application of system dynamics methodology. This methodology has found advocates in various fields as an effective approach in studying dynamic and complex behaviors of economic and social systems. The proposed model is simulated by Vensim DSS software and its validity is verified by statistical and systemic tests. Moreover, the model is applied to a new product of B. A. Foodstuff Company. After ensuring the reproduction of real behavior, some scenarios are performed in order to improve the process. The results of the scenarios indicate that the "word-of-mouth" factor has a greater effect on accelerating the diffusion process than "advertising" factor. Also, factors such as the satisfaction of primary consumers, affecting the advertisement procedure through the "word-of-mouth", plays a major role in innovation diffusion.
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