doi: 10.7763/IJIMT.2011.V2.157
Assessing the Predictive Power of Technology Adoption Life Cycle Model in Nigerian Telecom Market
Aminu Ahmad
- Management & Information Technology Programme, Abubakar Tafawa Balewa University PMB 0248 Bauchi, Nigeria.
Abstract
Technology Adoption Life Cycle Model (TALCM) has proved to be a useful marketing tool for technology products. However the model was developed and mostly tested in developed markets. Against the backdrop, this research examines the viability of the model in new environments. Hence, the Nigerian GSM market present a fertile ground given its contrasting features from where the model was developed and frequently tested. The research relied on secondary data largely drawn from regulatory/operators’ disclosure. The paper compares GSM operators marketing effort vis-a-vis TALCM prescriptions in relation with their market share for early and middle stages. Result indicates perfect correlation between compliance with the models’ prescription and operators’ market share. In essence, analysis of operators marketing effort and market share suggest the robustness of the model especially in the early stage where operators marketing effort were more divergent.
Keywords
- GSM
- Marketing
- Nigeria
- TALC Model
How to Cite
Aminu Ahmad, "Assessing the Predictive Power of Technology Adoption Life Cycle Model in Nigerian Telecom Market," International Journal of Innovation, Management and Technology, vol. 2, no. 4, pp. 348-353, 2011. https://doi.org/10.7763/IJIMT.2011.V2.157
Copyright & License
Copyright © 2011 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).