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)
| Identifer | oai:union.ndltd.org:VIENNA/oai:epub.wu-wien.ac.at:3110 |
| Date | January 2007 |
| Creators | Schreier, Martin, Oberhauser, Stefan, PrĂĽgl, Reinhard Wilhelm |
| Publisher | Springer Verlag |
| Source Sets | Wirtschaftsuniversität Wien |
| Language | English |
| Detected Language | English |
| Type | Article, PeerReviewed |
| Format | application/pdf |
| Relation | http://dx.doi.org/10.1007/s11002-006-9009-3, http://www.springerlink.com, http://epub.wu.ac.at/3110/ |
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