TY  - JOUR
AB  - 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.
VL  - 5
IS  - 3
SN  - 0887-6045
DO  - 10.1108/08876049110035585
UR  - https://doi.org/10.1108/08876049110035585
AU  - Greco Alan J.
AU  - Fields D. Michael
PY  - 1991
Y1  - 1991/01/01
TI  - Profiling Early Triers of Service Innovations: A Look at
Interactive Home Video Ordering Services
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 19
EP  - 26
Y2  - 2024/09/20
ER  -