Diffusion of innovations: successful adoption needs more effective soft-DSS driven targeting

Year of publication: 2005
Author(s): Verleye G. & De Marez L.
Appeared in: Journal of Targeting, Measurement and Analysis for Marketing, vol.: 13, issue: 2, 140-155

Abstract

Despite the promising prophecies that usually go hand-in-hand with the introduction of new technologies or any other innovation, they often turn out to be a big disappointment due to a bad introduction and communication strategy. In order to improve these strategies a soft Decision Support System (DSS) was developed by combining a measurement and segmentation tool, the Delphi method-based product specific innovativeness (PSI) scale with the bowling pin marketing communication model. This new combined approach enables a researcher to detect in advance (ie before the actual introduction) the innovators, early adopters, early majority, late majority and laggards for a certain innovation. Based on the resulting segments and profiles, it is possible to develop an introduction and communication strategy that has a better chance of successful customer adoption.

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