Laggards in disguise: Resistance to adopt and the leapfrogging effect

Jacob Goldenberg*, Shaul Oreg

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

44 Scopus citations


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 languageAmerican English
Pages (from-to)1272-1281
Number of pages10
JournalTechnological Forecasting and Social Change
Issue number8
StatePublished - Oct 2007
Externally publishedYes

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.


  • Adoption process
  • Growth process
  • Innovation
  • Innovators
  • Laggards
  • Resistance to change


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