Using Complex Systems Analysis to Advance Marketing Theory Development: Modeling Heterogeneity Effects on New Product Growth through Stochastic Cellular Automata

This paper is part of a special issue on "Emergent and Co-evolutionary Processes in Marketing" edited by James Wiley. Jacob Goldenberg is Senior Lecturer of Marketing, School of Business Administration, the Hebrew University of Jerusalem, Jerusalem, Israel 91905. Barak Libai is Lecturer of Marketing, Davidson Faculty of Industrial Engineering and Management, Technion Israel Institute of Technology, Haifa, Israel 32000. Eitan Muller is Professor of Marketing, Leon Recanati Graduate School of Business Administration, Tel Aviv University, Tel Aviv, Israel 69978. The authors would like to thank Moshe Givon, John Hogan, David Mazursky, Jim Wiley and two anonymous reviewers for a number of thoughtful comments and suggestions. This research was supported by the Israeli Science Foundation (ISF) and grants from the K-mart International Center of Marketing and Retailing, The Davidson center at The Hebrew University, The Davidson Center, Technion, and the Israeli Institute for Business Research at Tel Aviv University.