Diffusion of Innovations in Thailand: Role of Infrastructure and Communications

A comprehensive framework that incorporates infrastructure and communication influences is developed analyzing the diffusion processes of five consumers in Thailand. The model parameters are estimated using the non-linear least square procedure. On the basic of the empirical findings, managerial implications are derived and discussed to provide insights into: 1) the role of mass and interpersonal communications in determining the pattern of diffusion of innovations; 2) the role of the infrastructure factors in determining the rate of diffusion of innovations; and 3) the relationship between diffusion parameters and country-specific characteristics. These insights may serve as guidelines for private firms in formulating effective marketing strategies for introducing new products into the Thai market. They may also help the state in formulating effective infrastructure development strategy for stimulating economic growth and prosperity.