S CURVES AND MARKET ADOPTION OF A NEW PRODUCT

Introducing new products can be a major challenge for companies with evolving technology and cultural shifts. Companies need to accurately forecast demand for their new products and plan resources effectively. This thesis examines the adoption of a new product entering the market and the place of S-curves in this adoption. Demand for new products includes initial slow growth, rapid growth, late-stage slow growth and no growth or loss in demand (called stationary demand) stages. A comprehensive literature review is conducted and the functions of common S-curves are analyzed from marketing and mathematical points using real-life examples. In summary, this thesis aims to improve the understanding of the dynamics of the position of the new product in the market by using information from different fields such as marketing, economics, statistics, new product development and aims to provide useful information for businesses that will introduce new products to the market.