A stochastic cellular automata model of innovation diffusion

Abstract A stochastic cellular automata model of new product diffusion is proposed. It is found that the growth for a given market potential can be determined by a parameter that quantifies chance preferences of individuals for the product and can be estimated from field surveys. It is also found that the “takeover time” in a given seed region is almost independent of the number of innovators. The results suggest possible strategies for the successful introduction of a new product.