Marketing researchers often assume that innovation diffusion is affected by social contagion. However, there is increasing skepticism about the importance of contagion and, as has long been known, S-shaped diffusion curves can also result from heterogeneity in the propensity to adopt. To gain...

In this study, we use meta-analytical techniques to quantitatively synthesize and evaluate the sizeable body of empirical work that has been conducted under the banner of neo-institutional theory. We find strong support for the influence of mimetic pressures on organizational isomorphism, but...