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. © 2007 Elsevier B.V. All rights reserved.
Bibliographical noteNOTICE: this is the author’s version of a work that was accepted for publication in Research Policy. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Theoharakis, Vasilis; Vakratsas, Demetrios and Wong, Veronica W.Y. (2007). Market-level information and the diffusion of competing technologies: an exploratory analysis of the LAN industry. Research Policy, 36 (5), pp. 742-757. DOI 10.1016/j.respol.2007.02.011
- high-technology marketing
- market-level information
- word of mouth