Diffusion of lead user (Presentation)
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Transcript of Diffusion of lead user (Presentation)
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Innovative User
Lead U s e rDiffusion of
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Innovative User Types
Lead User
User Innova
tion
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Lead User ?• Lead users face needs that will be general in a
marketplace – but face them months or years before the
bulk of that marketplace encounters them
• Lead users are positioned to benefit significantly by
obtaining a solution to those needs
• Lead user is an innovative user, expert in a product
category, looking for solutions to improve the existing
product. He experiences the needs earlier than the mass
market. • The lead users are active before the product launch stage. The lead users are
usually motivated by stimulus of non economic origin: community recognition,
pleasure, creative solutions, competence improvement
Eric von Hippel
Source: GLEN L. URBAN AND ERIC VON HIPPEL,Lead User Analyses for the Development of New Industrial Products, MANAGEVENT SCiFNCE
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Type of Innovation Network
Alliance or secto
r
Muti-company innovati
on network
s in complex product systemSector
forums,supply-chain learnin
g
Regional
cluster “best
practice”clucs
Radical
Incrementa
l innova
tion agend
a
Similar Heterogeneous
Source: John bessant and joe tidd,Innovation and entrepreneurship
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Lead User Process
1.Project Preparation
and Planning
2.Identify Trends and
Customer Needs
3.Explore Lead User Needs
and Solutions
4.Refine Concept Solution
Source: http://www.docstoc.com/docs/16364982/Product-Innovation-Charter
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The Lead User Curve
Source: GLEN L. URBAN AND ERIC VON HIPPEL,Lead User Analyses for the Development of New Industrial Products, MANAGEVENT SCiFNCE
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Rogers 'Stages of the Adoption Process
KnowledgePersuasion
DecisionImplementation
Comfirmation
Source: http://en.wikipedia.org/wiki/Diffusion_of_innovations
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Ease of Adoption Characteristics (Rogers)
Relative
advantage
Compatibility
ComplexityTrialabil
ity
Observability
Source: http://en.wikipedia.org/wiki/Diffusion_of_innovations
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Diffusion of an Innovation (Rogers) 1.
Consumer2. Behavior3. Characteristics
Source: http://hbr.org/1999/09/creating-breakthroughs-at-3m/ar/1
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Case 3M Corporation
Minnesota Mining and Manufacturing Company
With over 76,000 employees, they produce over 55,000 products, including :
adhesives, abrasives, laminates, passive fire protection,
dental products, electronic materials, electronic circuits and optical films
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กลยทธของ 3M
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Seek Lead User ใน 3M ?
ผบรหารระดบสง
Lead User
นกวทยาศาสตร
ผบรโภคระดบผนำา
นกพฒนาผลตภณ
ฑ
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Lead User Networking
Source: GLEN L. URBAN AND ERIC VON HIPPEL,Lead User Analyses for the Development of New Industrial Products, MANAGEVENT SCiFNCE
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Lead User Networking
Target Market
Key Field Key Field
World Class
Moderate
Leve
l of
Expe
rtis
e
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Lead User Process
Step I:Start of Lead User process
Step II:Identification of
Needs and Trends
Step III:Identification of
Lead UsersStep IV:
Concept Design• Building an interdisciplinary team•Defining the target market• Defining the goals of the Lead User involvement
• Interviews with experts (market/technology)•Scanning of literature,internet,databanks•Selection of most attractive trends
• Networking based search for Lead Users•Investigation of analogous markets•Screening of first ideas and solutions generated by Lead Users
• Workshop with Lead Users to generate or to improve product concepts
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Case บรษท สยามมอรตาร
Business Model(Solution Provider )
Niche Mark
et
Decorative Morta
r
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ผรบเหมาระดบกลาง
ผรบเหมาระดบใหญ
Road Show
กลมลกคา
ผบรโภค
เครองพนไซโลในไซต
Lead User
Face to Face
Lead User Networking
ชางเทคนค สถาปนก มณฑนา นกวจยและ
พฒนาผลตภณฑ
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Diffusion of an
Innovation By Word of Mouth
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Lead Users:
Advantages and Disadvantages
AdvantageLead users
able to articulate
future needs and possible solution for the general
market.
Disadvantages1.Lead users can
be difficult to identify
2.Lead users may not
cooperate.
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