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Diffusion of lead user (Presentation)

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Diffusion of Lead user !!

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Diffusion of lead user (Presentation)

  1. 1. Lead U s e r Innovative User Diffusion of
  2. 2. Innovative User Types Lead User User Innovation
  3. 3. <ul><li>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 </li></ul><ul><li>Lead users are positioned to benefit significantly by obtaining a solution to those needs </li></ul><ul><li>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. </li></ul><ul><li>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 </li></ul>Eric von Hippel Source: GLEN L. URBAN AND ERIC VON HIPPEL, Lead User Analyses for the Development of New Industrial Products, MANAGEVENT SCiFNCE Lead User ?
  4. 4. Alliance or sector Muti-company innovation networks in complex product system Sector forums,supply-chain learning Regional cluster “best practice”clucs Radical Incremental innovation agenda Similar Heterogeneous Source: John bessant and joe tidd,Innovation and entrepreneurship Type of Innovation Network
  5. 5. Source: http://www.docstoc.com/docs/16364982/Product-Innovation-Charter 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
  6. 6. The Lead User Curve Source: GLEN L. URBAN AND ERIC VON HIPPEL, Lead User Analyses for the Development of New Industrial Products, MANAGEVENT SCiFNCE
  7. 7. Knowledge Persuasion Decision Implementation Comfirmation Source: http :// en . wikipedia . org / wiki / Diffusion_of_innovations Rogers 'Stages of the Adoption Process
  8. 8. Relative advantage Compatibility Complexity Trialability Observability Source: http :// en . wikipedia . org / wiki / Diffusion_of_innovations Ease of Adoption Characteristics (Rogers)
  9. 9. Diffusion of an Innovation (Rogers) 1. Consumer 2. Behavior 3. Characteristics Source: http://hbr.org/1999/09/creating-breakthroughs-at-3m/ar/1
  10. 10. 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
  11. 11. กลยุทธ์ของ 3M
  12. 12. Seek Lead User ใน 3M ? ผู้บริหารระดับสูง Lead User นัก วิทยาศาสตร์ ผู้บริโภคระดับผู้นำ นักพัฒนาผลิตภัณฑ์
  13. 13. Lead User Networking Source: GLEN L. URBAN AND ERIC VON HIPPEL, Lead User Analyses for the Development of New Industrial Products, MANAGEVENT SCiFNCE
  14. 14. Lead User Networking Target Market Key Field Key Field World Class Moderate Level of Expertise
  15. 15. Lead User Process Step I: Start of Lead User process Step II: Identification of Needs and Trends Step III: Identification of Lead Users Step IV: Concept Design <ul><li>Building an interdisciplinary team </li></ul><ul><li>Defining the target market </li></ul><ul><li>Defining the goals of the Lead User involvement </li></ul><ul><li>Interviews with experts (market/technology) </li></ul><ul><li>Scanning of literature,internet,databanks </li></ul><ul><li>Selection of most attractive trends </li></ul><ul><li>Networking based search for Lead Users </li></ul><ul><li>Investigation of analogous markets </li></ul><ul><li>Screening of first ideas and solutions generated by Lead Users </li></ul><ul><li>Workshop with Lead Users to generate or to improve product concepts </li></ul>
  16. 16. Case บริษัท สยามมอร์ตาร์ Business Model (Solution Provider ) Niche Market Decorative Mortar
  17. 17. Lead User Networking ช่างเทคนิค สถาปนิก มัณฑนา นักวิจัยและพัฒนาผลิตภัณฑ์ ผู้รับเหมาระดับกลาง ผู้รับเหมาระดับใหญ่ Road Show กลุ่มลูกค้าผู้บริโภค เครื่องพ่นไซโลในไซต์ Lead User Face to Face
  18. 18. Diffusion of an Innovation By Word of Mouth
  19. 19. Lead Users: Advantages and Disadvantages Advantage Lead users able to articulate future needs and possible solution for the general market. Disadvantages 1.Lead users can be difficult to identify 2.Lead users may not cooperate.