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Sources of innovativeness: an integrated empirical study

Author: Parker, Philip M. ; Sarvary, M.INSEAD Area: Marketing Series: Working Paper ; 96/72/MKT Publisher: Fontainebleau : INSEAD, 1996.Language: EnglishDescription: 18 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: One of the central planning themes behind new product launches is the correct identification and marketing to opinion leaders, early adopters, or innovators. Motivated by the comprehensive review in Gatignon and Robertson (1985), this paper simultaneously tests various prevailing consumer theories concerning the identification of this key segment of consumers. We study ten home-office and high-end consumer electronics innovations using a sample of some 900 individuals from the "lead" segment. In addition to uncovering new aspects of consumer innovativeness, including one's proneness to be affected by marketing activities and intra-family influences, our study gauges the relative importance of all relevant forces driving individual adoption timing for new products, as hypothesized in the extant literature
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One of the central planning themes behind new product launches is the correct identification and marketing to opinion leaders, early adopters, or innovators. Motivated by the comprehensive review in Gatignon and Robertson (1985), this paper simultaneously tests various prevailing consumer theories concerning the identification of this key segment of consumers. We study ten home-office and high-end consumer electronics innovations using a sample of some 900 individuals from the "lead" segment. In addition to uncovering new aspects of consumer innovativeness, including one's proneness to be affected by marketing activities and intra-family influences, our study gauges the relative importance of all relevant forces driving individual adoption timing for new products, as hypothesized in the extant literature

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