Bass diffusion model adapted to e-commerce market penetration with a focus on organic positioning of internet browsers

• Autor(a) principal: Queiroz, Alexandre Hering de
• Data de Publicação: 2019
• Outros Autores: Lezana, Álvaro Guilhermo Rojas, Maldonado, Maurício Uriona
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Produção Online
• Texto Completo: https://www.producaoonline.org.br/rpo/article/view/3274
• topic: System Dynamics. Bass Diffusion. E-commerce. Browsers. Scenarios.; Dinâmica de Sistemas. Difusão de Bass. E-commerce. Buscadores. Cenários.

This article deals with the problem of scenarios elaboration for the growth of new e-commerces sales. It's focused on the diffusion process that occurs in the organic sales channel of browsers, like Google. The study points out the similarities of the organic diffusion of the browsers with the principles that govern the Bass Diffusion Model. Through the System Dynamics methodology, proposes changes in the Bass Model for this new use. In order to evaluate applicability, it also addresses a case study of jewelry e-commerce. The most important results of this work are: (1) presentation of a functional diffusion model for organic e-commerce channel and (2) presentation of applicability of the model and adherence of the results to the reality of jewelry e-commerce. Its conclusion points to the feasibility of building a broad model of e-commerce simulation that allows, in a dynamic way, the support to materialize new ventures.