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Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities.
Wirtschaftswissenschaften
Autoren:
Schreier, Martin, Oberhauser, Stefan, Prügl, Reinhard
Titel:
Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities.
Kurzzitat:
Schreier, Martin, Oberhauser, Stefan, Prügl, Reinhard: Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities., Marketing Letters, 2007; Jg. 18 (1-2): 15-30: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1305668.
Publikationstyp:
Originalarbeiten in wissenschaftlichen
Fachzeitschriften mit Review-Verfahren
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.
URL
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1305668
Kontakt:
Lehrstuhl für Innovation, Technologie & Entrepreneurship (eingerichtet 10/2008) Friedrichshafener Institut für Familienunternehmen (FIF) Am Seemooser Horn 20 88048 Friedrichshafen
Tel: +49 7541 6009 1283 Fax: +49 7541 6009 1299 Email: reinhard.pruegl@zu.de
http://www.zu.de/fif
Forschungsbericht der Abteilung für das Jahr 2007 |