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 |
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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: | |
FIDES Link: | https://bach.wu.ac.at/d/research/results/36218/ |
URI: | https://epub.wu.ac.at/id/eprint/3110 |
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