Gathering indicators that can make decision making easier in relation to launching potentially innovative products and opening up new markets is an important task for globally present companies. This study presents an analogy between the phenomenon of molecular diffusion and the diffusion of innovations in order to identify the dissemination index of innovations in a market, which is compared to finding the diffusivity coefficient of a substance A spreading in a liquid environment B. In this analogy, the spreading substance is a specific product and the environment for the solution is the market in different countries featuring diverse socioeconomic contexts. The analogy can also be used to explain the phenomenon of diffusion of innovations from a different perspective. This indicator can help the decision-making processes regarding the amount of investment in advertising and other expenses aimed to originate further diffusion of the innovation itself. The analogy was employed for forecasting iPad 2 sales in different countries. For the most part, the results are consistent with the real facts.