Member Brief: Going Global

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An 1811 word report that makes the case for DTC brands to consider international commerce as a customer acquisition channel.

Excerpt: The Diffusion of Innovation (DOI) theory was developed just nine years after this expedition. You have to wonder whether E.M. Rogers was influenced by the phenomenon of Everest’s appeal. One of the oldest theories in social science, it has communicated how over time, an approach, idea, or product diffuses through a population. Eventually saturation occurs.

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