Diffusion of Innovation under Modified Market Structure: The Case of Surrogate Buyers

Praveen Aggarwal, Taihoon Cha

Research output: Chapter in Book/Report/Conference proceedingChapter


Since its introduction to marketing in the early 60’s, though innovation diffusion research has made significant progress, most existing models have ignored the role of social and market structures in which the diffusion takes place. Further, existing models assume that the end-user is also the sole decision maker in adopting an innovation. This paper examines the role of a specific kind of market structure in the diffusion process. This structure includes the presence of an intermediary — a surrogate buyer — to whom the end-user delegates the task of adopting an innovation.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
StatePublished - 2015
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2015, The Academy of Marketing Science.


  • Diffusion Process
  • Fusion Process
  • Market Structure
  • Opinion Leader
  • Specific Kind


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