2. Networks for Social Systems
When a firm develops a new service, attaining early market share is critical to determine the success of the service (Moore, 2002). For this reason, Beard and Easingwood (1996) introduce some strategies to gain early market share, and Song and Parry (2009) refer to effective strategies that marketers should develop for consumers to expose the “search attributes.” Rogers (2003) regards innovators as entities that adopt earlier in the market. After the introduction of innovators, the service is then diffused through various communication channels. This diffusion process is delivered to the other social members through mass media or private relationships (Rogers, 2003).