Innovative User

Lead U s e rDiffusion of

Innovative User Types

Lead User

User Innova

tion

Lead User ?• Lead users face needs that will be general in a

marketplace – but face them months or years before the

bulk of that marketplace encounters them

• Lead users are positioned to benefit significantly by

obtaining a solution to those needs

• Lead user is an innovative user, expert in a product

category, looking for solutions to improve the existing

product. He experiences the needs earlier than the mass

market. • The lead users are active before the product launch stage. The lead users are

usually motivated by stimulus of non economic origin: community recognition,

pleasure, creative solutions, competence improvement

Eric von Hippel

Source: GLEN L. URBAN AND ERIC VON HIPPEL,Lead User Analyses for the Development of New Industrial Products, MANAGEVENT SCiFNCE

Type of Innovation Network

Alliance or secto

r

Muti-company innovati

on network

s in complex product systemSector

forums,supply-chain learnin

g

Regional

cluster “best

practice”clucs

Radical

Incrementa

l innova

tion agend

a

Similar Heterogeneous

Source: John bessant and joe tidd,Innovation and entrepreneurship

Lead User Process

1.Project Preparation

and Planning

2.Identify Trends and

Customer Needs

3.Explore Lead User Needs

and Solutions

4.Refine Concept Solution

Source: http://www.docstoc.com/docs/16364982/Product-Innovation-Charter

The Lead User Curve

Source: GLEN L. URBAN AND ERIC VON HIPPEL,Lead User Analyses for the Development of New Industrial Products, MANAGEVENT SCiFNCE

Rogers 'Stages of the Adoption Process

KnowledgePersuasion

DecisionImplementation

Comfirmation

Source: http://en.wikipedia.org/wiki/Diffusion_of_innovations

Ease of Adoption Characteristics (Rogers)

Relative

advantage

Compatibility

ComplexityTrialabil

ity

Observability

Source: http://en.wikipedia.org/wiki/Diffusion_of_innovations

Diffusion of an Innovation (Rogers) 1.

Consumer2. Behavior3. Characteristics

Source: http://hbr.org/1999/09/creating-breakthroughs-at-3m/ar/1

Case 3M Corporation

Minnesota Mining and Manufacturing Company

With over 76,000 employees, they produce over 55,000 products, including :

adhesives, abrasives, laminates, passive fire protection,

dental products, electronic materials, electronic circuits and optical films

กลยทธของ 3M

Seek Lead User ใน 3M ?

ผบรหารระดบสง

Lead User

นกวทยาศาสตร

ผบรโภคระดบผนำา

นกพฒนาผลตภณ

ฑ

Lead User Networking

Source: GLEN L. URBAN AND ERIC VON HIPPEL,Lead User Analyses for the Development of New Industrial Products, MANAGEVENT SCiFNCE

Lead User Networking

Target Market

Key Field Key Field

World Class

Moderate

Leve

l of

Expe

rtis

e

Lead User Process

Step I:Start of Lead User process

Step II:Identification of

Needs and Trends

Step III:Identification of

Lead UsersStep IV:

Concept Design• Building an interdisciplinary team•Defining the target market• Defining the goals of the Lead User involvement

• Interviews with experts (market/technology)•Scanning of literature,internet,databanks•Selection of most attractive trends

• Networking based search for Lead Users•Investigation of analogous markets•Screening of first ideas and solutions generated by Lead Users

• Workshop with Lead Users to generate or to improve product concepts

Case บรษท สยามมอรตาร

Business Model(Solution Provider )

Niche Mark

et

Decorative Morta

r

ผรบเหมาระดบกลาง

ผรบเหมาระดบใหญ

Road Show

กลมลกคา

ผบรโภค

เครองพนไซโลในไซต

Lead User

Face to Face

Lead User Networking

ชางเทคนค สถาปนก มณฑนา นกวจยและ

พฒนาผลตภณฑ

Diffusion of an

Innovation By Word of Mouth

Lead Users:

Advantages and Disadvantages

AdvantageLead users

able to articulate

future needs and possible solution for the general

market.

Disadvantages1.Lead users can

be difficult to identify

2.Lead users may not

cooperate.

Members

MISS PHATTHEERA NARKSAWAT ID 5223030619

MISS PUNJAMA TEPSONGKROH ID 5223030643