Tracking the elusive innovator

Date of publication: May 1, 1981

Author: Emma Auer

Abstract:

This study created and implemented a new method for locating and profiling innovative consumers. The innovators were identified as such by virtue of ownership of products warranted or given status as innovations by the consumer sample researched. This study is in direct contrast to those conducted in the last forty or more years which have defined innovative behavior in terms of researcher delineated characteristics of either products or consumers which when present are then said to indicate innovation.

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