Resource title

Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities

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image for OpenScout resource :: Lead users and the adoption and diffusion of new products:
Insights from two extreme sports communities

Resource description

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. (author's abstract)

Resource author

Martin Schreier, Stefan Oberhauser, Reinhard Wilhelm Prügl

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Resource publish date

Resource language

en

Resource content type

application/pdf

Resource resource URL

http://epub.wu.ac.at/3110/1/ml_working_paper.pdf

Resource license

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