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Differences between early adopters of disruptive and sustaining innovations

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  • Reinhardt, Ronny
  • Gurtner, Sebastian

Abstract

The success of innovations strongly depends on knowledge about early adopters. Prior research helps to describe the characteristics of this important customer type. However, not distinguishing between different types of innovation and different types of early adopters bears substantial risk. This study investigates systematic differences and similarities between early adopters of disruptive innovations and early adopters of sustaining innovations. The results from a heterogeneous sample of consumers (n=849) suggest that significant differences between these groups exist. Early adopters of disruptive innovations are more knowledgeable of the product domain. In contrast, consumers who purchase sustaining innovations relatively early are more involved in the product domain. Therefore, managers must address early adopters differently and differentiate their product development and marketing strategy in accordance with the type of innovation.

Suggested Citation

  • Reinhardt, Ronny & Gurtner, Sebastian, 2015. "Differences between early adopters of disruptive and sustaining innovations," Journal of Business Research, Elsevier, vol. 68(1), pages 137-145.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:1:p:137-145
    DOI: 10.1016/j.jbusres.2014.04.007
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    14. Russ McBride & Mark D. Packard & Brent B. Clark, 2024. "Rogue Entrepreneurship," Entrepreneurship Theory and Practice, , vol. 48(1), pages 392-417, January.
    15. Antonio, Jerome L. & Kanbach, Dominik K., 2023. "Contextual factors of disruptive innovation: A systematic review and framework," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    16. Rieple, Alison & Snijders, Sylvia, 2018. "The role of emotions in the choice to adopt, or resist, innovations by Irish dairy farmers," Journal of Business Research, Elsevier, vol. 85(C), pages 23-31.
    17. Akmal Khudaykulov & Ibrokhim Ilkhomjonov & Dilafruz Murodova, 2022. "SMEs' Innovative and Diversification Capabilities: Leveraging IT to Achieve Sustainable Performance," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 8(5), pages 7-14, December.
    18. Haessler, Philipp & Giones, Ferran & Brem, Alexander, 2023. "The who and how of commercializing emerging technologies: A technology-focused review," Technovation, Elsevier, vol. 121(C).
    19. repec:osf:osfxxx:n3me5 is not listed on IDEAS
    20. Tubadji, Annie & Nijkamp, Peter & Santarelli, Enrico, 2017. "Shacklean Uncertainty and Cultural Embeddedness as Innovation Constraints in the UK," GLO Discussion Paper Series 111, Global Labor Organization (GLO).
    21. Nagel, Christian & Heidenreich, Sven & Schumann, Jan H., 2024. "Enhancing Adoption of Sustainable Product Innovations: Addressing Reduced Performance with Risk-Reducing Product Modifications," Journal of Business Research, Elsevier, vol. 179(C).
    22. Hwang, Jinsoo & Kim, Jinkyung Jenny & Lee, Kwang-Woo, 2021. "Investigating consumer innovativeness in the context of drone food delivery services: Its impact on attitude and behavioral intentions," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    23. Reinhardt, Ronny & Gurtner, Sebastian, 2018. "The overlooked role of embeddedness in disruptive innovation theory," Technological Forecasting and Social Change, Elsevier, vol. 132(C), pages 268-283.
    24. Ae-Ri Lee, 2021. "Investigating the Personalization–Privacy Paradox in Internet of Things (IoT) Based on Dual-Factor Theory: Moderating Effects of Type of IoT Service and User Value," Sustainability, MDPI, vol. 13(19), pages 1-27, September.

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