Schreier, Martin; Oberhauser, Stefan; Prügl, Reinhard - In: Marketing Letters 18 (2007) 1, pp. 15-30
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...
