diffusion of lead user (presentation)
DESCRIPTION
Diffusion of Lead user !!TRANSCRIPT
Innovative User
Lead U s e rDiffusion of
Innovative User Types
Lead User
User Innova
tion
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
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
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
The Lead User Curve
Source: GLEN L. URBAN AND ERIC VON HIPPEL,Lead User Analyses for the Development of New Industrial Products, MANAGEVENT SCiFNCE
Rogers 'Stages of the Adoption Process
KnowledgePersuasion
DecisionImplementation
Comfirmation
Source: http://en.wikipedia.org/wiki/Diffusion_of_innovations
Ease of Adoption Characteristics (Rogers)
Relative
advantage
Compatibility
ComplexityTrialabil
ity
Observability
Source: http://en.wikipedia.org/wiki/Diffusion_of_innovations
Diffusion of an Innovation (Rogers) 1.
Consumer2. Behavior3. Characteristics
Source: http://hbr.org/1999/09/creating-breakthroughs-at-3m/ar/1
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
กลยทธของ 3M
Seek Lead User ใน 3M ?
ผบรหารระดบสง
Lead User
นกวทยาศาสตร
ผบรโภคระดบผนำา
นกพฒนาผลตภณ
ฑ
Lead User Networking
Source: GLEN L. URBAN AND ERIC VON HIPPEL,Lead User Analyses for the Development of New Industrial Products, MANAGEVENT SCiFNCE
Lead User Networking
Target Market
Key Field Key Field
World Class
Moderate
Leve
l of
Expe
rtis
e
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
Case บรษท สยามมอรตาร
Business Model(Solution Provider )
Niche Mark
et
Decorative Morta
r
ผรบเหมาระดบกลาง
ผรบเหมาระดบใหญ
Road Show
กลมลกคา
ผบรโภค
เครองพนไซโลในไซต
Lead User
Face to Face
Lead User Networking
ชางเทคนค สถาปนก มณฑนา นกวจยและ
พฒนาผลตภณฑ
Diffusion of an
Innovation By Word of Mouth
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.
Members
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