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Profiling Early Triers of Service Innovations: A Look at Interactive Home Video Ordering Services

Alan J. Greco (Associate Professor of Marketing in the School of Business Administration at Winthrop College, Rock Hill, South Carolina.He received a B.S., magna cum laude, from Utica College of Syracuse University, an M.B.A. from the State University of New York at Buffalo, and a D.B.A. from Mississippi State University)
D. Michael Fields (Associate Professor of Marketing at Southwest Missouri State University.His B.S., M.B.A., and Ph.D. degrees are all from the University of Arkansas)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 March 1991



Examines the need for marketers of service innovations to be aware of barriers to trial and adoption. Considers the example of the introduction of interactive home video ordering services in the USA which failed in part due to inaccurate market segmentation and targeting. Introduces empirical evidence, based on Roger′s model of diffusion, that early trier segments exist for innovative services. States that the study′s findings are of relevance to other services such as cellular telephone systems and electronic funds transfer systems. Concludes that early trier segments should be targeted during initial marketing carried out by service providers, who will have studied potential markets and identified requirements of different segments.



Greco, A.J. and Fields, D.M. (1991), "Profiling Early Triers of Service Innovations: A Look at Interactive Home Video Ordering Services", Journal of Services Marketing, Vol. 5 No. 3, pp. 19-26.




Copyright © 1991, MCB UP Limited

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