Jiang, Zhengrui; Jain, Dipak C. - In: Management Science 58 (2012) 10, pp. 1887-1897
The Norton-Bass (NB) model is often credited as the pioneering multigeneration diffusion model in marketing. However … this study, we develop a generalized Norton-Bass (GNB) model that separates the two different types of substitutions. The …