Methodical approaches to market diffusion of innovations

Abstract

According to the dual market theory, there are gaps between adjacent psychographic groups that reflect the disunity of adjacent groups, that is, the opposition a group makes in adopting a new product if it is offered by the same method as the left adjacent group. For marketing, each of these gaps carries the threat of losing momentum, not being able to advance to the next segment, and consequently not achieving profit and margin leadership in the middle of the bell curve.