Abstract

In this high-tech era, the internet, globalization and multinational companies are causing increasingly rapid changes in the environment. They are also affecting the economic patterns of the global market, changing consumer purchasing behavior. Due to research and marketing process of a new product or new technology development, enterprises are no longer the focus of the single market strategy. Enterprises are considering information in global market as how to achieve multinational market diffusion quickly and effectively. This study adopts Bass models and KK models based on Bass (1969); Kumar and Krishna (2002) and application methods of nonlinear least squares (NLS) for LCD TV market to estimate the effects of diffusion parameters in the multinational models. This study expects to find these parameters between multinational influences and to compare Bass Models and KK models as explained in the multinational market for consumers to buy a new product of differences. The study also estimates the impacts on the multinational market of the rise of the internet to help enterprises develop more effective marketing strategies.

Key words: LCD TV Industry, innovation diffusion, bass model, KK model, multinational diffusion model.