… view to investigate how the role of early adopters (EAs) in the … decisions that product and
marketing managers may use to … launch practices that favor adoption in the mainstream market…

… when mainstream customers in an established market reject … on the performance dimension
that mainstream customers have … innovations and sell them in a niche or emerging market. …

… need to understand timing issues of dual-market new products in general and to be able to
… passes from the early adopters to the mainstream. Thus, marketing strategies and tactics …

… The necessity to change operational routines and methods made mainstream customers …
the level of customer uncertainty perceived by mainstream market’s customers and, hence, the …

… and strategies to reach the mainstream market. For this reason, this paper investigates the
potential mainstream market for electric vehicles, focusing on mass-market consumers. It uses …

… factors of ZEV purchase decisions for early adopters and mainstream buyers, respectively. …
and marketing strategies for attracting ZEV early adopters and achieving mass market …

… This is consistent with qualitative evidence coming from products such as Google Glass
that have been introduced into the mainstream market too early, essentially bypassing NEAs. …

… Lead users and early adopters are often blogging or reading … on the core elements of the
marketing mix: product (including … of new technology product markets and the new product …

… in all European markets have … early adopters, is vital to efficient target marketing. It is therefore
important to investigate the variables that can accurately predict the most likely adopters of …

… on the characteristics of early adopters. There is growing … for mainstream faculty than for early
adopters of technology … gap between early adopter success and more mainstream adoption…