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| Author: | Trondsen, T. J. |
| Title: | Some characteristics of adopters of a major innovation in the computer field and its potential use in marketing |
| Journal: | Industrial Marketing Management
1996 : NOV, VOL. 25:6, p. 567-576 |
| Index terms: | COMPUTER INDUSTRY INNOVATION TECHNOLOGY CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | Thanks to new technologies, the computer industry is changing dramatically. New, highly competent competitors have entered the market with the resulting lower profit margins. Innovations are continuously introduced, and a rapid, successful introduction in the market is essential to gain a foothold before new contenders erode the opportunity. Selecting of the most likely buyers is therefore important to direct the marketing efforts optimally. Field studies were carried out to identify the profile of organizations and individuals most likely to adopt an innovation in the computer field. The findings coupled with data base marketing techniques seem promising for a higher success rate in reaching the early adopters (lead users), making it possible to establish a first-mover advantage. |
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