Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities

Schreier, Martin and Oberhauser, Stefan and Prügl, Reinhard Wilhelm (2007) Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities. Marketing Letters, 18 (1-2). pp. 15-30. ISSN 0923-0645

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Abstract

Lead users are proposed as a valuable resource for marketers in terms of the (1) development, (2) adoption, and (3) diffusion of new products. We present the first consumer study to provide evidence that the latter two suggestions are justified. First, we find that lead users demonstrate stronger domain-specific innovativeness than more "ordinary" users. Second, lead users perceive new technologies as less "complex" and might therefore be better prepared to adopt them. Third, we find that lead users demonstrate stronger opinion leadership and weaker opinion seeking tendencies. Finally, we discuss the implications of our findings for the marketing of new products. (authors' abstract)

Item Type:	Article
Additional Information:	To see the final version of this paper please visit the publisher's website. Access to the published version may require a subscription. The original publication is available at www.springerlink.com
Keywords:	lead users / user innovation / adoption / diffusion / new products / opinion leadership
Divisions:	Departments > Strategy and Innovation > Entrepreneurship und Innovation > Franke
Version of the Document:	Accepted for Publication
Variance from Published Version:	Minor
Depositing User:	Dissertation Administrator
Date Deposited:	30 May 2011 14:25
Last Modified:	09 Jul 2015 10:05
Related URLs:	Publisher
FIDES Link:	https://bach.wu.ac.at/d/research/results/36218/
URI:	https://epub.wu.ac.at/id/eprint/3110

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