Time Paths in the Diffusion of Product Innovations
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New product entries follow a cyclical pattern, with initial bursts of new entries followed by market shakeouts. Data shows the average duration of initial entry stages has decreased over time, from 23.1 years to 4.9 years.
Gort and Klepper present evidence that the product show a cycle of large new entries followed by shakeouts, the basic dynamic, “….Stage I encompasses the interval in which the number of producers in the market remains relatively small (usually between one and three). Stage II is the interval from the 'take-off' point of net entry to the time that net entry decelerates drastically. Stage III is the ensuing period of low or zero net entry, and Stage IV is the subsequent period of negative net entry. Stage V represents the new equilibrium in the number of producers that coincides with the maturity of the product market and continues until some new fundamental disturbance generates a change in market structure…”
Michael Gort and Steven Klepper, "Time Paths in the Diffusion of Product Innovations,"The Economic Journal, September 1982, http://www.unife.it/economia/lm.economia/insegnamenti/economia-applicata-avanzata/mat-did/frattini/ff1-gort1982.pdf
Their takeaway, “…(1) The markets for most new products appear to pass through at least five distinguishable stages in the course of their evolution. (2) New industries generally pass through a stage in which the number of producers declines significantly.(3) The evidence does not support the hypothesis that variations in entry of producers into new markets can be explained largely by economies of scale. (4) The dynamic adjustment costs hypothesis as an explanation of entry rates is consistent with some of the evidence but is not a sufficient explanation for many of the observed phenomena. (5) There appears to be an association between rises and declines in the rate of innovation and the rate of entry into new markets. We interpret the causal relation as being positive, and flowing primarily from innovations to entry rates during the period of positive net' entry. (6) The character, importance, and sources of innovations appear to change over the product cycle. (7) The results support the conclusion that the structure of markets (in terms of number and composition of producers) is shaped, to an important degree, by discrete events such as technical change and the flow of information among existing and potential producers…”
“…Results of the decomposition are presented in Tables 2 and 3. For each product, Table 2 lists the number of years classified in each stage and Table 3 lists the mean rate of net entry of the years classified in each stage….Notwithstanding considerable variation in the duration of stages among products, certain dominant attributes of the process of entry stand out in Tables 2 and 3 with remarkable consistency. First, as Table 2 demonstrates, there are few instances of initial commercial introduction of a product that are immediately followed by rapid entry. For all but three of the forty-six innovations, there was at least one year in Stage I (preceding take-off in entry). Closer examination of Table 2 indicates that the average length of Stage I has declined over time. While the overall average length of Stage I is I4j4 years, the average length of Stage I for products introduced before I930 was 23-I years; it was 9-6 years for those introduced in I930-9 and only 4-9 years for products introduced in I940 or later. While the result could arise partly from sample selection bias, it strongly suggests that the interval required for successful imitation has systematically declined over time. Table 2 further indicates that, of the 36 products which had attained Stages IV or V by I973, all proceeded through a distinct contraction phase in the number of producers. As indicated in Table 3, the average annual rate of net entry in this period for the 36 products was - 4-84 firms. The average duration of the stage was 5-4 years - roughly half the average duration of 9.7 years for Stage II…”
“…we assembled data on the historical development of 46 new products.' The 46 were chosen on the basis of three criteria: (I) to allow sufficient diversity by including consumer, industrial, and military products; (2) to include only products that were 'basic' innovations; (3) to include products with adequate data on net entry. The 46 products are listed inTable 2 along with the year they were first commercially introduced.2 The initial dates of commercial introduction span a 73-year period, beginning with phonograph records in 1887 and ending with lasers in 1960…”
The evidence,




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