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

Martin Schreier, Stefan Oberhauser, Reinhard Prügl

Publication: Scientific journalJournal articlepeer-review

13 Downloads (Pure)

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.
Original languageEnglish
Pages (from-to)15 - 30
JournalMarketing Letters
Volume18
Issue number1
DOIs
Publication statusPublished - 2007

Cite this