Opinion Leadership Amongst Leading Edge Users

Australasian Marketing Journal - Tập 8 - Trang 5-14 - 2000
Pamela D. Morrison1
1University of NSW, Australia

Tóm tắt

Leading Edge Users have been attracting increasing attention in the study of innovation. Their effect is hypothesised to be threefold: in the development of new product concepts; their role in early adoption and thus cash flows for the firm; and acting as a catalyst for the diffusion process. Urban and von Hippel (1988) demonstrate the first, Morrison, Roberts and Midgley (1998) test the second. In this paper we examine the degree of opinion leadership that Leading Edge Users (LEUs) have so we can estimate their potential to do the third.

This paper shows that Leading Edge Status (LES) is related to opinion leadership as long as the organisation is well connected to the network. We found strong evidence that organisations with high LES were more likely to play a bridging role with organisations outside the industry than were Innovators (measured by Rogers’ time of adoption). This implies that LEUs are extremely useful in bringing information about technology into the industry from outside. When this is added to the Opinion Leadership role of LEUs, it is seen that they can play a positive role in speeding up the diffusion process.


Tài liệu tham khảo

Brown Jacqueline J., 1987, Journal of Consumer Research, 14, 350, 10.1086/209118 Burt Ronald S., 1987, American Journal of Sociology, 92, 1287, 10.1086/228667 Childers Terry L., 1986, Journal of Marketing Research, 184, 10.1177/002224378602300211 Coleman James, 1957, Sociometry, 20, 253, 10.2307/2785979 Czepiel John A., 1974, Journal of Marketing Research, 172, 10.1177/002224377401100208 Dickerson Mary D., 1983, Journal of Consumer Research, 10, 225, 10.1086/208961 Foxall Gordon R., 1989, Industrial Marketing Management, 18, 95, 10.1016/0019-8501(89)90026-6 Gatignon Hubert, 1985, Journal of Consumer Research, 11, 849, 10.1086/209021 Gatignon Hubert, 1991, Ch 9 in Handbook of Consumer Behavior Holak Susan L., 1988, Journal of Product Innovation Management, 5, 50, 10.1111/1540-5885.510050 Jackson J.H. Morgan C.P. Paolillo J.G.P. Organisational Theory: A Macro Perspective for Management3rd Edition1986 Prentice-Hall Englewood CM Us, New Jersey Johnston Wesley J., 1981, Review of Marketing, 75 Kan Elihu Lazarsfeld Paul F. Personal Influence1955 The Free Press New York 10.1177/002224377000700104 Knoke David Kuklinski James H. Network Analysis1982 Sage Publications, Inc Beverly Hills, CA Lazarsfeld Paul Berelson Bernard Gaudet Hazel The People's Choice1944 Columbia University Press New York Leonard-Barton Dorothy, 1981, Marketing of Solar Energy Innovations, 145 Midgley David F., 1976, Journal of Consumer Research, 3, 31, 10.1086/208648 Midgley David F., 1992, Research Policy, 21, 533, 10.1016/0048-7333(92)90009-S Morrison Pamela D, 1996, ISBM Report 17-1996, Institute for the Study of Business Markets. Penn State University Morrison Pamela D., 1994, The Role of Leading Edge Users in the Adoption of Technological Innovations by Organisations, 1 Morrison Pamela D., 1998, Working Paper, Australian Graduate School of Management Reingen Peter H., 1986, Journal of Marketing Research, 370, 10.1177/002224378602300407 Roberts John H., 1988, Management Science, 167, 10.1287/mnsc.34.2.167 Robertson Thomas S. Innovative Behavior and Communication1971 Holt, Rinehart and Winston New York Robertson Thomas S., 1969, Journal of Marketing Research, 164, 10.1177/002224376900600204 Rogers Everett M. Diffusion of Innovations3rd Ed.1983 The Free Press New York Terreberry S., 1968, Administrative Science Quarterly, 12, 590, 10.2307/2391535 Turnbull P.W., 1980, European Journal Of Marketing, 14, 3, 10.1108/EUM0000000004893 Urban Glen L., 1988, Management Science, 34, 569, 10.1287/mnsc.34.5.569 Venkatraman Meera P. Opinion Leaders, Adopters, and Communicative Adopters: A Role Analysis1989 Psychology and Marketing, Vol. 6 (1), Spring pp 51-68 von Hippel Eric, 1986, Management Science, 32, 791, 10.1287/mnsc.32.7.791 Wagner Christian, 1994, Journal of Product Innovation Management, 2, 146, 10.1111/1540-5885.1120146
Thông tin
Thông tin xuất bản

Australasian Marketing Journal

Tập 8

5-14

Thông tin tác giả