Faculty News
In an op-ed, Professor JP Eggers advises digital business executives to consider the differences between early adopters and other customer segments in strategic decisions
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Excerpt from Harvard Business Review -- "Make sure your innovation efforts are aimed at the expectations and needs of the next wave of adopters, not just those on the leading edge. Firms often have much more data on current users than prospective customers, and in organizations that put a lot of emphasis on data, the consequence is that projects targeting existing users tend to win resources while those targeting new ones don’t. Firms need something other than beta testing with existing users to figure out how late adopters might respond to a given innovation."
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