On New Products´ Diffusion Based on Corporate Social Capital

This paper analyzes the factors that influence new products´ diffusion and illustrates the effect of corporate social capital on new products´ diffusion. Some researches have showed that corporate social capital would promote the spread and diffusion of new products; it also contributes to develop opinion leaders and formulate a diffusion network that centers the opinion leaders. This paper has practical significance in the investment of corporate social capital.