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

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  • Martin Schreier

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  • Stefan Oberhauser
  • Reinhard Prügl

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. Copyright Springer Science+Business Media, LLC 2007

Suggested Citation

  • Martin Schreier & Stefan Oberhauser & Reinhard Prügl, 2007. "Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities," Marketing Letters, Springer, vol. 18(1), pages 15-30, June.
  • Handle: RePEc:kap:mktlet:v:18:y:2007:i:1:p:15-30
    DOI: 10.1007/s11002-006-9009-3
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Atle Hauge, 2011. "Sports Equipment: Mixing Performance with Brands – the Role of the Consumers," Chapters,in: Brands and Branding Geographies, chapter 6 Edward Elgar Publishing.
    2. Joerg Koenigstorfer & Andrea Groeppel-Klein, 2012. "Consumer acceptance of the mobile Internet," Marketing Letters, Springer, vol. 23(4), pages 917-928, December.
    3. Martinez-Torres, Rocio & Olmedilla, Maria, 2016. "Identification of innovation solvers in open innovation communities using swarm intelligence," Technological Forecasting and Social Change, Elsevier, vol. 109(C), pages 15-24.
    4. Lehnen, Jens & Ehls, Daniel & Herstatt, Cornelius, 2014. "Implementation of lead users into management practice: A literature review of publications in business press," Working Papers 78, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    5. Roland Helm & Sebastian Landschulze, 2009. "Optimal stimulation level theory, exploratory consumer behaviour and product adoption: an analysis of underlying structures across product categories," Review of Managerial Science, Springer, vol. 3(1), pages 41-73, March.
    6. Adams, Pamela & Fontana, Roberto & Malerba, Franco, 2013. "The magnitude of innovation by demand in a sectoral system: The role of industrial users in semiconductors," Research Policy, Elsevier, vol. 42(1), pages 1-14.
    7. Bartels, Jos & Reinders, Machiel J., 2011. "Consumer innovativeness and its correlates: A propositional inventory for future research," Journal of Business Research, Elsevier, vol. 64(6), pages 601-609, June.
    8. Tietze, Frank & Pieper, Thorsten & Herstatt, Cornelius, 2013. "To own or not to own: How ownership affects user innovation - An empirical study in the German rowing community," Working Papers 73, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    9. repec:eee:jbrese:v:77:y:2017:i:c:p:23-29 is not listed on IDEAS
    10. Stockstrom, Christoph S. & Goduscheit, René Chester & Lüthje, Christian & Jørgensen, Jacob Høj, 2016. "Identifying valuable users as informants for innovation processes: Comparing the search efficiency of pyramiding and screening," Research Policy, Elsevier, vol. 45(2), pages 507-516.
    11. repec:eee:ecolec:v:137:y:2017:i:c:p:20-28 is not listed on IDEAS
    12. Linda Hamdi-Kidar & Cyrielle Vellera, 2012. "What drives lead users to become users entrepreneurs ? an exploratory study of motivations," Post-Print halshs-00851319, HAL.
    13. Stefan Koch & Michael Bierbamer, 2016. "Opening your product: impact of user innovations and their distribution platform on video game success," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(4), pages 357-368, November.

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