Please use this identifier to cite or link to this item:
Main Title: Applying lead user theory to young adults
Author(s): Oosterloo, Nastasja
Kratzer, Jan
Achterkamp, Marjolein C.
Type: Article
Language Code: en
Abstract: Purpose – The purpose of this paper is to identify lead users within social networks of young adults between 14 and 17 years of age. Design/methodology/approach – A questionnaire and the SAGS-method were used to collect data within seven high schools in the north of The Netherlands. These data were used to empirically test five hypotheses using the variables which could enable the identification of lead users. A multiple regression analysis was used to test the predictive value of the variables. The analysis was complemented with a qualitative analysis of the collected data. Findings – The main characteristics which identify lead users among adults can also be used with young adults. Those young adults who are more likely to be a lead user, are more ahead of a trend and have a higher amount of expected benefit. They also display more expertise than other young adults. Research limitations/implications – The variable of perceived information benefits could complement the variables used for identifying lead users among young adults, but further research is necessary. Because the focus is on only one specific product, the generalizability of the results from this research is limited. Further research should include different products or services in different domains of interest. The variables of perceived information benefits and efficiency did not have a significant positive relation with lead userness, but further research is needed. Practical implications – The identification of lead users could be valuable to organizations that focus on young adults in the age range 14 to 17 years and could lead to significant commercial benefits. Young adults are a large potential market and the identification of lead users within this target group could help organizations Originality/value – Research on lead user theory ismainly focused on adults or organizations. This article tries to fill this research gap by focusing on young adults. It is an extension of the research of Kratzer and Lettl, Kunst and Kratzer and Molenmaker et al. who focused on children from 8 to 12 years old.
Issue Date: 2010
Date Available: 26-Oct-2017
DDC Class: 330 Wirtschaft
Subject(s): young adults
social networks
marketing strategy
Journal Title: Young consumers
Publisher: Emerald
Publisher Place: Bingley
Volume: 11
Issue: 1
Publisher DOI: 10.1108/17473611011025975
Page Start: 5
Page End: 23
ISSN: 1747-3616
Notes: Dieser Beitrag ist mit Zustimmung des Rechteinhabers aufgrund einer (DFG geförderten) Allianz- bzw. Nationallizenz frei zugänglich.
This publication is with permission of the rights owner freely accessible due to an Alliance licence and a national licence (funded by the DFG, German Research Foundation) respectively.
Appears in Collections:FG Entrepreneurship & Innovationsmanagement (EIM) » Publications

Files in This Item:
File Description SizeFormat 
oosterloo_etal.pdf138.68 kBAdobe PDFThumbnail

Items in DepositOnce are protected by copyright, with all rights reserved, unless otherwise indicated.