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The roles of product lead-users and product experts in new product evaluation

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  • Ozer, Muammer
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    Abstract

    It is widely recognized in the literature that product innovation is one of the most important research policy issues. As an important product innovation activity, evaluating the market potentials of a new product has also received a great deal of attention in the literature because of its importance to companies as well as to both governmental and non-governmental research institutions. Extending earlier research about product lead-users and product experts and addressing several methodological issues identified in the literature, this study focuses on the roles of product lead-users and product experts in new product evaluation. In particular, the results of a longitudinal empirical study show that there are theoretical and empirical distinctions between product lead-users and product experts with respect to the accuracy of new product evaluations and that it is possible for companies as well as governmental and non-governmental agencies to improve significantly the accuracy of such evaluations.

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    Bibliographic Info

    Article provided by Elsevier in its journal Research Policy.

    Volume (Year): 38 (2009)
    Issue (Month): 8 (October)
    Pages: 1340-1349

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    Handle: RePEc:eee:respol:v:38:y:2009:i:8:p:1340-1349

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    Web page: http://www.elsevier.com/locate/respol

    Related research

    Keywords: Lead-users Innovation Product development NPD;

    References

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    Cited by:
    1. Ozer, Muammer, 2011. "Understanding the impacts of product knowledge and product type on the accuracy of intentions-based new product predictions," European Journal of Operational Research, Elsevier, vol. 211(2), pages 359-369, June.
    2. Mahr, Dominik & Lievens, Annouk, 2012. "Virtual lead user communities: Drivers of knowledge creation for innovation," Research Policy, Elsevier, vol. 41(1), pages 167-177.

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