Marketing letters, 2007-06, Vol.18 (1/2), p.15-30
2007
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Details
- Autor(en) / Beteiligte
- Titel
- Lead Users and the Adoption and Diffusion of New Products: Insights from Two Extreme Sports Communities
- Ist Teil von
- Marketing letters, 2007-06, Vol.18 (1/2), p.15-30
- Ort / Verlag
- New York: Springer
- Erscheinungsjahr
- 2007
- Quelle
- SpringerNature Journals
- Beschreibungen/Notizen
- 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.
- Sprache
- Englisch
- Identifikatoren
- ISSN: 0923-0645eISSN: 1573-059XDOI: 10.1007/s11002-006-9009-3Titel-ID: cdi_proquest_miscellaneous_36782769
- Format
- –
- Schlagworte
- All terrain bicycles, Business innovation, Business studies, Consumer behavior, Consumer behaviour, Consumer research, Consumer studies, Consumers, Early adopters, Economics of sport, Extreme sports, Hypotheses, Innovation adoption, Innovation diffusion, Innovation management, Innovations, Leadership, Marketing, Marketing research, New products, Opinion leaders, Product development, Product innovation, Sports, Studies, Surfing, Technological change, Technological innovation, Trends