Predicting New Product Acceptance

  • Hubert Gatignon
  • David Gotteland
  • Christophe Haon


Understanding the adoption process leading to acceptance and use of a new product or service is fundamental to assessing its potential, not only as the brand gets introduced but also in the long term. The distinction between the short term and the long term is especially critical for radical innovations that create a completely new product category, as it takes time before these innovations get accepted by the majority of the market. It also has many implications for the dynamic marketing mix strategies, whether pricing or communication strategies. We consider the determinants of the acceptance of new products in this chapter and we discuss how this acceptance gets realized over time in the next chapter. Therefore, in this chapter, we discuss the methods for estimating the market potential. In the next chapter, we focus on the prediction of the speed and shape of diffusion.


Market Research Product Category Purchase Intention Consumer Research Technology Acceptance Model 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Hubert Gatignon, David Gotteland and Christophe Haon 2016

Authors and Affiliations

  • Hubert Gatignon
    • 1
  • David Gotteland
    • 2
  • Christophe Haon
    • 2
  1. 1.INSEADSorbonne UniversitésFrance
  2. 2.Grenoble Ecole de ManagementFrance

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