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Who are "innovators" and do they matter?: A critical review of the evidence supporting the targeting of “innovative” consumers

McDonald, Heath and Alpert, Frank 2007, Who are "innovators" and do they matter?: A critical review of the evidence supporting the targeting of “innovative” consumers, Marketing intelligence & planning, vol. 25, no. 5, pp. 421-435.

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Title Who are "innovators" and do they matter?: A critical review of the evidence supporting the targeting of “innovative” consumers
Author(s) McDonald, Heath
Alpert, Frank
Journal name Marketing intelligence & planning
Volume number 25
Issue number 5
Start page 421
End page 435
Publisher Emerald Group Publishing Limited
Place of publication London, England
Publication date 2007
ISSN 0263-4503
1758-8049
Keyword(s) innovation
consumer behaviour
market segmentation
marketing strategy
marketing planning
Summary Purpose – This paper aims to bring together and evaluate the reasons that have historically been advanced to justify the heavy emphasis on innovative consumers within the general context of the adoption of products and services, and to assess the strategic benefits to be gained from targeting such market segments.

Design/methodology/approach – The approach is critical review and analysis of the published
literature.

Findings – This paper finds that, although the benefits of identifying innovative early adopters are not as strong and clear-cut as is often claimed, they are still sufficient to warrant further research into methods that will accurately identify them and predict their purchasing behaviour.

Practical implications – Targeting strategies should distinguish carefully between truly innovative consumers and other early adopters. The costs of identifying them in a particular market need to be weighed against the potential benefits.

Originality/value – Although many studies have attempted to address the question of what drives individual adoption behaviour, the rationale for that focus has not been well established and is rarely critiqued. In clarifying the situation, this paper should provide guidance for academic researchers and marketing planners.

Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©Emerald Group Publishing Limited
Persistent URL http://hdl.handle.net/10536/DRO/DU:30007258

Document type: Journal Article
Collections: Deakin Graduate School of Business
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.