Abstract
In this conceptual paper we propose a redefinition of the Laggards concept and discuss a consumer leapfrogging effect, whereby Laggards of previous product generations may often become the Innovators of the most recent generation. We then examine the potential financial benefits to be gained by addressing this resistant population.
Original language | English |
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Pages (from-to) | 1272-1281 |
Number of pages | 10 |
Journal | Technological Forecasting and Social Change |
Volume | 74 |
Issue number | 8 |
DOIs | |
State | Published - Oct 2007 |
Externally published | Yes |
Bibliographical note
Funding Information:This research was supported by grants from the Israeli Science Foundation, K-mart International Center of Marketing and Retailing and the Davidson Center. The authors wish to thank Edith Scope-Shalev for her help in running Study 3, and Sarit Moldovan, Lilach Sagiv, Tally Katz-Gerro and David Mazursky for their useful comments on previous versions of this manuscript.
Keywords
- Adoption process
- Growth process
- Innovation
- Innovators
- Laggards
- Resistance to change