When introducing a new product into market, substantial amounts of resources are put at stake. Innovation managers therefore seek for reliable predictions of the respective innovation diffusion process. Making such predictions, however, is challenging, because the diffusion trajectory is...

Applying agent-based modeling and simulation (ABMS) methodology, this paper analyzes the impact of alternative production–sales policies on the diffusion of a new generic product and the generated NPV of profit. The key features of the ABMS model, that captures the marketplace as a complex...