Market potential dynamics in innovation diffusion: Modelling the synergy between two driving forces

Article history: Received 29 October 2009 Received in revised form 8 June 2010 Accepted 9 June 2010 The presence of a slowdown in new product life cycles has recently received notable attention from many innovation diffusion scholars, who have tried to explain and model it on a dualmarket hypothesis (early market-main market). In this paper we propose an alternative explanation for the slowdown pattern, a dual-effect hypothesis, based on a recent coevolutionary model, where diffusion results from the synergy between two driving forces: communication and adoption. An analysis of the synergistic interaction between communication and adoption, based on the likelihood ratio order or on a weak stochastic order, can inform us of which of the two had a driving role in early diffusion. We test the model on the sales data of two pharmaceutical drugs presenting a slowdown in their life cycle and observe that this is identified almost perfectly by the model in both cases. Contrary to the general expectation, according to which communication should precede adoption, our findings show that adoptions may be the main driver in early life cycle; this may be related to the drug's specific nature. © 2010 Elsevier Inc. All rights reserved.