Pioneer advantage is derived from two sources: producer‐based advantages and consumer‐based advantages. The latter is relatively under‐researched. This research replicates and extends Alpert and Kamins’ (1995) research, which was the first to directly survey consumers. Since their...

Purpose – This paper aims to bring together and evaluate the reasons that have historically been advanced to justify the heavy emphasis on innovative consumers within the general context of the adoption of products and services, and to assess the strategic benefits to be gained from targeting...