| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 87 === Although diffusion-related new product launching strategies address critical issues for international marketing managers, only a few studies have explored cross-national diffusion. Also, previously published studies on multinational diffusion have concentrated mainly on consumer durable and industrial technological innovations.
Hence, this study attempts to extend the knowledge in this area by empirically capturing the diffusion patterns of motion pictures, one kind of a novelty product, in cross-national context and integrating perceived attributes, including the genre, cast and release date of the movie and a lead-lag effect into a framework.
In particular, the main objective of this research is to apply this proposed integrated framework for forecasting the box-office potential of new motion pictures in Taiwan where sales data are not available, thereby yielding some insights into the nature of the expected diffusion pattern in foreign countries prior to market entry.
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