An Exploratory Role Analysis Of Opinion Leaders, Adopters, And Communicative Adopters With A Dynamically Continuous Innovation

Abstract

<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt;"><span style="color: black; font-size: 10pt; mso-themecolor: text1;"><span style="font-family: Times New Roman;">Since Venkatraman’s (1989) research on communicative adopters, little attention has been directed toward this segment of consumers who are often very important actors in the adoption process.<span style="mso-spacerun: yes;">  </span>This research is designed to examine whether Venkatraman's (1989) communicative adopter concept is applicable to dynamically continuous innovations, in this case, Graphic User Interface (GUI) computer software. The communicative adopter group was found to be significantly different than all other groups on all constructs except homophily.<span style="mso-spacerun: yes;">  </span>Consistent with Venkatraman's (1989) research, the communicative adopter segment can be called "Change Agents."<span style="mso-spacerun: yes;">  </span>Each of the three segments, opinion leaders, adopters, and communicative adopters, is important to marketers of new GUI computer software, but this research suggests that the best prospects in terms of marketing efforts are the communicative adopters.<span style="mso-spacerun: yes;">  </span>The results extend research in this area and provide support for theory development.<span style="mso-spacerun: yes;">  </span>Issues with respect to managerial implications, such as market segmentation strategies, are also discussed.</span></span></p>

Tourism destinations information seeking and dissemination behaviors on social networking sites

“…Discussion and Implications COL concept in this study, which was applied for tourism, are still consistent with previous researches that associated COL with insurance (Eastman et al, 2002), computer software (Hazeldine & Miles, 2010), and product review websites (Bailey, 2005). The findings also indicate that young people who are highly susceptible to interpersonal influence tend to share more tourism information on SNS than less susceptible consumers.…”

Continuous Innovation: A Literature Review and Future Perspective

“…A fundamental element of CIC [49] Offensive management, hyperlearning process, [62] Knowledge generation and transfer [17] Knowledge generation capability, learning alignment capability, Capability to integrate knowledge, the capability to transfer and diffuse knowledge, and knowledge consolidation capability [63] Knowledge generation, learning alignment, knowledge transferring and diffusion, knowledge retaining [19] Creativity, organization learning, system design [16] Operational effectiveness and strategic flexibility -exploitation and exploration [64] Knowledge management [50] Quality Assurance, Quality Management System [65] Learning, knowledge [70] External Contingency [44] Employee participation (self-determination, a line of command, task/order) [51] Ambidextrous organizations, the synergetic potential of technologies [45] Individual competencies, skill, people abilities [66] Learning, knowledge management [52] System and organization [8] Strategic (Leadership, strategic planning, human resources, process quality, customer satisfaction) and Operational (Customer service, cost management, asset management, quality, productivity) [12] Stakeholders contribution, social capital, infrastructure for corporation, continuous improvement capability, and strategic orientation [53] Excellent in exploitation and exploration and excellent in incremental and radical innovation [39] IT competences, project management, collaboration and communication, knowledge management [40] Concurrent engineering, creative engineering [54] Combination of exploitation and exploration [43] The ability to work together with partners [38] The strategic role of ICT and customer and supplier relation [67] Knowledge management [55] Good operational, efficiency [56] Applying enabling technology creativity, seizing market opportunities, aligning routes to markets, utilizing absorptive capacity, enhancing organizational innovation, staging cultural [46] Ideation capabilities, rules, system [57] Leadership, adopter behavior, communicative adaptor…”

El consumidor activo como protagonista en el proceso de innovación: análisis de una red social online relacionada con alimentación

“…La difusión de innovaciones es el proceso mediante el cual "una innovación es comunicada a través de ciertos canales a lo largo del tiempo entre los miembros de un sistema social" (Rogers, 2003, p. 5). En un primer momento, esta definición parece aludir en mayor medida al concepto de comunicación o intercambio de información entre un emisor y un receptor propiamente dicho, pero la visión global de la difusión de innovaciones hace reconsiderar la idea de comunicación como diseminación o propagación, y, por tanto, un proceso con una doble perspectiva (Hazeldine y Miles, 2010).…”

“…Por otro lado, en el proceso de difusión de innovaciones (la innovación para el consumidor), la figura del líder de opinión se mezcla en ocasiones con la del innovador, dando lugar a lo que se denomina 'innovative communicator' o innovador comunicador (Baumgarten, 1975;Hirschman y Adcock, 1977), o también, 'communicative adopter' o adoptante comunicativo (Venkatraman, 1989;Hazeldine y Miles, 2010). Un mismo individuo es, a la vez, innovador y líder de opinión.…”

“…La difusión de innovaciones o la dinámica del proceso mediante el cual los nuevos productos lanzados al mercado son aceptados y difundidos penetrando en el mercado alcanzando una cuota importante de él es una cuestión destacada por la que se han interesado desde hace décadas tanto compañías como investigadores (Robertson, 1967;Baumgarten, 1975;Gatignon y Robertson, 1985;Venkatraman, 1989;Woodside y Biemans, 2005;Shoham y Ayalla, 2008;Hazeldine y Miles, 2010;Kim et al, 2010).…”