How Do ‘Leading-Edge’ Opinion Leaders Bridge the Innovation Gap? Advancing a New Adopter Category

Empowering users and/or involving them in the new product development (NPD) process defines the customer-centric organization. Recent research studies found that “lead-user innovations” help the firm minimize the risk associated with introducing new products to the market. This “customer-active” product development process offers greater advantages over the manufacturer-centric innovation development systems. This paper presents empirical research advancing “leading-edge opinion leaders” as a new adopter category. The purpose of this paper is threefold: (1) to evaluate the influence of leading-edge opinion leaders on accelerating the diffusion rate, (2) to measure their propensity to switch brands and pay a price premium, and (3) to offer insights on the characteristics of this proposed new adopter category that will provide directions for future research as well as immediate applications for management.



Citation:

Salah Hassan and Philippe Duverger (2010) ,"How Do ‘Leading-Edge’ Opinion Leaders Bridge the Innovation Gap? Advancing a New Adopter Category ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 668-669 .

Authors

Salah Hassan, George Washington University, USA
Philippe Duverger, Towson University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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