Targting revenue leaders for a new product
HAENLEIN, MICHAEL
Targting revenue leaders for a new product - 2013 - 65-80
Historically, when targeting potential adopters of a new product, firms have tended to focus first on people with disproportional effect on others, often labeled opinion leaders. The authors highlight the benefit of targeting customers with highlifetime value (CLV), or revenue leaders. The authors argue that targeting revenue leaders can create high value both by accelerating adoption among these customers and because of the higher than average value that revanue leaders generate byaffecting other customers with similarly high CLV.
MARKETING
658.8
Targting revenue leaders for a new product - 2013 - 65-80
Historically, when targeting potential adopters of a new product, firms have tended to focus first on people with disproportional effect on others, often labeled opinion leaders. The authors highlight the benefit of targeting customers with highlifetime value (CLV), or revenue leaders. The authors argue that targeting revenue leaders can create high value both by accelerating adoption among these customers and because of the higher than average value that revanue leaders generate byaffecting other customers with similarly high CLV.
MARKETING
658.8