Abstract
This paper examines the characteristics of first adopters of radically new products in the field of information technology combining telecommunications and television audiovisual functionality. More precisely, we are interested in identifying whether early owners of these new products share common characteristics with owners of older telecommunications or TV-based equipment. We have built a typology based on a phone survey of 617 households representative of the French population. The results lead to three groups: under-equipped, screen equipped and keyboard equipped households. This typology is crossed with an other one relative to the cultural behavior of the households. Finally, some insights about the way to launch new products in that Field are given.
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Chauchat, JH., Le Nagard, E., Steyer, A. (2015). Innovative Households in Information Technology: Towards a Typology. In: Sidin, S., Manrai, A. (eds) Proceedings of the 1997 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17320-7_32
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DOI: https://doi.org/10.1007/978-3-319-17320-7_32
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17319-1
Online ISBN: 978-3-319-17320-7
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