The success of innovations strongly depends on knowledge about early adopters. Prior research helps to describe the characteristics of this important customer type. However, not distinguishing between different types of innovation and different types of early adopters bears substantial risk....

Purpose – The purpose of this paper is to link national cultural values to personal pro‐environmental value orientations, in order to investigate why the salience of pro‐environmental value orientations differs cross‐culturally. A value‐based model is proposed and tested in a...

Marketers who launch innovative products need to identify consumers who are willing to learn about, buy, and use these innovations. To optimize marketing campaigns, practitioners need to know the characteristics of this key segment in the diffusion process. Previous research, however, provides...