摘要：Rogers's model of new product diffusion, although widely accepted in the marketing literature, has several limitations which are seldom recognised. These limitations are examined, and Rogers's approach is compared to the model of diffusion proposed by Bass. The authors conclude that Rogers's model lacks predictive validity and that its prescriptive guidelines for marketing strategy are untenable. In contrast, the Bass model has considerable predictive power and appears to be well supported by empirical evidence
关键词：new product diffusion; innovation; Bass Model; Rogers' theory
