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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0887-6045
- DOI
- 10.1108/08876049110035585
- Publisher site
- See Article on Publisher Site
Abstract
Examines the need for marketers of service innovations to be awareof barriers to trial and adoption. Considers the example of theintroduction of interactive home video ordering services in the USAwhich failed in part due to inaccurate market segmentation andtargeting. Introduces empirical evidence, based on Rogers model ofdiffusion, that early trier segments exist for innovative services.States that the studys findings are of relevance to other services suchas cellular telephone systems and electronic funds transfer systems.Concludes that early trier segments should be targeted during initialmarketing carried out by service providers, who will have studiedpotential markets and identified requirements of different segments.
Journal
Journal of Services Marketing – Emerald Publishing
Published: Mar 1, 1991