Lead users and the adoption and diffusion of new products: insights from two extreme sports communities
Year of publication: |
2007
|
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Authors: | Schreier, Martin ; Oberhauser, Stefan ; Prügl, Reinhard |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 18.2007, 1/2, p. 15-30
|
Subject: | Marktführer | Market leader | Innovationsmanagement | Innovation management | Marketingtheorie | Marketing theory |
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