MacKenzie, Kim; Buckby, Sherrena; Irvine, Helen J. - 2009
This paper extends von Hippel?s (Manag. Sci. 32(7):791?805, 1986) concept of lead users to a virtual reality environment. Three lead user groups, site developers, business firms and avatars, have a synergistic role to play in extending virtual reality from a social networking platform to a...