Profiling Early Triers of Service Innovations: A Look at Interactive Home Video Ordering Services
Marketers of service innovations must be alert to barriers of trial and adoption. Initial attempts to introduce electronic, interactive home video ordering systems in the United States have largely failed because of incorrect market segmentation and targeting efforts. This article, based on Rogers' model of diffusion, presents empirical evidence that early trier segments exist for innovative services. These early trier segments should be the targets of initial marketing efforts of service providers.
Greco, Alan J., and D. Michael Fields. "Profiling early triers of service innovations: A look at interactive home video ordering services." Journal of Services Marketing 5, no. 3 (1991).
Journal of Services Marketing