Knowledge Wharton
The Buzz Starts Here: Finding the First Mouth for Word-of-Mouth MarketingGetting customers to spread the word about a new product through their social or professional networks is a ho... More »
Social Marketing: How Companies Are Generating Value from Customer Input
Fansumers, viral videos and social computing -- these are ... More »
Christophe Van den Bulte
Research Publications Biography
Research Areas
New product diffusion; social networks; industrial marketing
Current Projects
The impact of sales calls, social network position, and social contagion on physicians’ prescription volume of new drug. Social contagion and marketing effects across unobserved stages of the new product adoption process. The drivers of diffusion speed at early versus late points in the new product diffusion process. Testing Everett Rogers’ theory of how the speed of diffusion varies across products. Variations in the speed at which best practices get shared within organizations. The integration of distinct social networks among employees after a corporate acquisition. Patterns of product-market entry and product line extension in the U.S. mutual fund industry.
