Lead Users and the Adoption and Diffusion of New Products: Insights from Two Extreme Sports Communities

Marketing Letters, Vol. 18, Nos. 1-2, pp. 15-30, 2006

25 Pages Posted: 23 Nov 2008

See all articles by Martin Schreier

Martin Schreier

Vienna University of Economics and Business

Stefan Oberhauser

affiliation not provided to SSRN

Reinhard Prügl

Zeppelin University (ZU)

Date Written: November 22, 2006

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.

Keywords: lead users, user innovation, adoption, diffusion, new products, opinion leadership

Suggested Citation

Schreier, Martin and Oberhauser, Stefan and Prügl, Reinhard, Lead Users and the Adoption and Diffusion of New Products: Insights from Two Extreme Sports Communities (November 22, 2006). Marketing Letters, Vol. 18, Nos. 1-2, pp. 15-30, 2006. Available at SSRN: https://ssrn.com/abstract=1305668

Martin Schreier

Vienna University of Economics and Business ( email )

Welthandelsplatz 1
Vienna, Wien 1020
Austria

Stefan Oberhauser

affiliation not provided to SSRN

Reinhard Prügl (Contact Author)

Zeppelin University (ZU) ( email )

Am Seemooser Horn 20
Friedrichshafen, Lake Constance 88045
Germany

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