Lead users in social networks of children
L.P. Molenmaker, Jan Kratzer, Marjolein C. Achterkamp · Young Consumers Insight and Ideas for Responsible Marketers · 2008
Purpose – The goal of this research is to fill the gap in lead users' research under children. An effort is made to analyze the characteristics of lead users in social networks of children. Furthermore, their role in the adoption and diffusion of innovations is examined.