Abstract
Purpose: The purpose of this paper is to bring new empirical evidence to the controversial role of early adopters in the diffusion of innovations in industrial markets. Design/methodology/approach: The authors apply an actor market configuration perspective to the analysis of four longitudinal case studies regarding the commercialization of new products in the textile, plastic and energy industries. Findings: The diffusion of innovation is an interactive and iterative process where the commercializing firm engages in repeated interactions with different categories of companies that are targeted as potential early adopters. This process ends when the commercializing firm identifies a category of early adopters that can stimulate subsequent acceptance in the later market, by playing one of the following two roles, i.e. word-of-mouth trigger and industry benchmark. During this process, through which the role of the early adopters is constructed proactively by the commercializing firm, the product innovation is also subject to changes to provide a better fit with the selected category of early adopters. Research limitations/implications: The paper calls for a re-conceptualization of the diffusion process, from a passive identification of early adopters to an interactive process that entails a trial-and-error approach in the targeting and involvement of different categories of early adopters, which ends when the innovation reaches the desired levels of diffusion. Practical implications: The study provides managers with a number of recommendations for selecting the most proper category of early adopters for their innovations, depending on the role they are more likely to play and the influence they will exert on subsequent acceptance in the later market. Social implications: The study provides managers with a number of recommendations for targeting, through a trial-and-error process, early adopters and working with them to champion the dissemination of new technologies. Originality/value: This paper significantly adds to existing literature on the diffusion of innovation, which has up to now conceived early adopters as static and given entities, which cannot be proactively selected by the commercializing firm, and innovation as an immutable object. © 2017, © Emerald Publishing Limited.