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Bridging the Innovation Gap: From Leading-Edge Users to Mass Market

In: Handbook of Research in Mass Customization and Personalization (In 2 Volumes)

Author

Listed:
  • Salah Hassan

    (George Washington University, USA)

  • Philippe Duverger

    (George Washington University, USA)

Abstract

This paper presents an integrative model for innovation diffusion using a market orientation approach to radical innovation creation and market adoption intention. It is argued that lead-users possessing high opinion leadership qualities (i.e. social influence, community active, innovation/ modification sharing) will adopt radical innovations at a faster rate than lead-users with low opinion leadership propensities. This integrative model is expected to help managers in utilizing the opinion leadership qualities of select leadusers while developing and introducing new innovations. This integrated research approach is not only appropriate for the “mainstream” product development, but calls for the marketers to identify a new adopter category personified by the lead-users with high opinion leadership qualities and to consider them as a particular group of interest for future marketing research and practice. Finally, research propositions are offered based on modelling these relationships in order to drive future empirical research.

Suggested Citation

  • Salah Hassan & Philippe Duverger, 2009. "Bridging the Innovation Gap: From Leading-Edge Users to Mass Market," World Scientific Book Chapters, in: Frank T Piller & Mitchell M Tseng (ed.), Handbook of Research in Mass Customization and Personalization (In 2 Volumes), chapter 53, pages 1044-1058, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814280280_0053
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