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


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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.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Marketing Letters
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new MAR-A, STRAT-B, WH-B
Language English
Title Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities
Volume 18
Number 1
Year 2007
Page from 15
Page to 30
Reviewed? Y
DOI http://dx.doi.org/10.1007/s11002-006-9009-3

Associations

People
Schreier, Martin (Details)
Oberhauser, Stefan (Former researcher)
Prügl, Reinhard (Former researcher)
Organization
Entrepreneurship and Innovation IN (Details)
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