The role of early adopters in diffusion
Seeding a technology while ignoring early adopters’ needs for distinctiveness is counterproductive. Catherine Tucker and Christian Catalini share the results of a study looking at how early technology adopters behave and ways “seeding” technology can play a role in widespread adoption.
Catherine is the Sloan Distinguished Professor of Management Science and a professor of marketing at MIT’s Sloan School of Management.
Christian is co-creator of Libra, head economist at Calibra (Facebook), and the Theodore T. Miller Career Development Professor at MIT.
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