Matzler, Kurt; A. Mooradian, Todd; Füller, Johann; … - In: Journal of Business Strategy 35 (2014) 2, pp. 19-25
Purpose – In every market there are non-consumers – potential customers that withstand an innovation. A common reason is that products targeted to early adopters or the mass market are over-engineered. Established companies usually neglect the laggards in a market. This offers growth...