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Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities

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...

Persistent link: https://www.econbiz.de/10005716549

Product uniqueness as a driver of customer utility in mass customization

Franke, Nikolaus; Schreier, Martin - In: Marketing Letters 19 (2008) 2, pp. 93-107

Persistent link: https://www.econbiz.de/10005716564

The value of marketing crowdsourced new products as such : evidence from two randomized field experiments

Nishikawa, Hidehiko; Schreier, Martin; Fuchs, Christoph; … - In: Journal of marketing research : JMR 54 (2017) 4, pp. 525-539

Persistent link: https://www.econbiz.de/10011743668

Why and when consumers prefer products of user-driven firms : a social identification account

Dahl, Darren W.; Fuchs, Christoph; Schreier, Martin - In: Management science : journal of the Institute for … 61 (2015) 8, pp. 1978-1988

Persistent link: https://www.econbiz.de/10011338792

The self-expressive customization of a product can improve performance

Kaiser, Ulrike; Schreier, Martin; Janiszewski, Chris A. - In: Journal of marketing research : JMR 54 (2017) 5, pp. 816-831

Persistent link: https://www.econbiz.de/10011762842

When consumers become project backers : the psychological consequences of participation in crowdfunding

Bitterl, Sally; Schreier, Martin - In: International journal of research in marketing : IJRM ; … 35 (2018) 4, pp. 673-685

Persistent link: https://www.econbiz.de/10011956613

Wertzuwachs durch Selbstdesign : Die erhöhte Zahlungsbereitschaft von Kunden beim Einsatz von "Toolkits for User Innovation and Design"

Schreier, Martin - 2005 - 1. Aufl

Persistent link: https://www.econbiz.de/10002509301

The psychological effects of empowerment strategies on consumers' product demand

Fuchs, Christoph; Prandelli, Emanuela; Schreier, Martin - In: Journal of marketing 74 (2010) 1, pp. 65-79

Persistent link: https://www.econbiz.de/10003940542

The "I designed it myself" effect in mass customization

Franke, Nikolaus; Schreier, Martin; Kaiser, Ulrike - In: Management science : journal of the Institute for … 56 (2010) 1, pp. 125-140

Persistent link: https://www.econbiz.de/10003946178

Why customers value self-designed products : the importance of process effort and enjoyment

Franke, Nikolaus; Schreier, Martin - In: The journal of product innovation management : an … 27 (2010) 7, pp. 1020-1031

Persistent link: https://www.econbiz.de/10008736803