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Experts as Negative Opinion Leaders in the Diffusion of a Technological Innovation

In: Managing Knowledge Assets, Creativity And Innovation

Author

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  • Dorothy A. Leonard

    (Business Administration at the Harvard Graduate School of Business Administration, Boston, MA 02163, USA)

Abstract

In the diffusion of controversial technological innovations, experts influence the rate and extent of acceptance by serving as negative or positive opinion leaders. This study of prosthodontists and their choice of opinion leaders draws data from both national and local samples of professionals to explain the use of nonprecious alloys as a gold substitute in dental restorations. The role of innovation discontinuers is also explored.

Suggested Citation

  • Dorothy A. Leonard, 2011. "Experts as Negative Opinion Leaders in the Diffusion of a Technological Innovation," World Scientific Book Chapters, in: Managing Knowledge Assets, Creativity And Innovation, chapter 10, pages 235-249, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814295505_0010
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