Rating Customers According to Their Promptness to Adopt New Products Academic Article

abstract

• Databases are a significant source of information in organizations and play a major role in managerial decision-making. This study considers how to process commercial data on customer purchasing timing to provide insights on the rate of new product adoption by the company's consumers. Specifically, we show how to use the separation-deviation model (SD-model) to rate customers according to their proclivity for adopting products for a given line of high-tech products. We provide a novel interpretation of the SD-model as a unidimensional scaling technique and show that, in this context, it outperforms several dimension-reduction and scaling techniques. We analyze the results with respect to various dimensions of the customer base and report on the generated insights.

authors

• Moreno-Centeno, Erick

published proceedings

• OPERATIONS RESEARCH

altmetric score

• 3

author list (cited authors)

• Hochbaum, D. S., Moreno-Centeno, E., Yelland, P., & Catena, R. A.

citation count

• 9

complete list of authors

• Hochbaum, Dorit S||Moreno-Centeno, Erick||Yelland, Phillip||Catena, Rodolfo A

publication date

• January 2011

publisher

• Institute for Operations Research and the Management Sciences (INFORMS)  Publisher

published in

• Operations Research  Journal

keywords

• Applications
• Buyer Behavior
• Decision Analysis
• Marketing
• Networks/graphs
• New Products
• Theory
• Unidimensional Scaling Methodology

Digital Object Identifier (DOI)

• 10.1287/opre.1110.0963

start page

• 1171

end page

• 1183

volume

• 59

issue

• 5

URL

• http%3A%2F%2Fdx.doi.org%2F10.1287%2Fopre.1110.0963