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- W2731447882 abstract "This research uses four exemplars to illustrate the characteristics of subsistence consumer lead users. Its primary objective is to help companies that are seeking marketing success in emerging markets to better harness the innovative talents of their target consumers. Lead users are typically recognized for facing serious needs, experimenting with solutions, and being more focused on beneficial outcomes than commercial successes. This research finds that subsistence consumer lead users share these characteristics, but that they are also distinguishable for never-ceasing and sometimes compulsive experimentation, on account of materials’ shortages, that often compromises past successes. They are also distinctively recognizable for relying on the collective thinking and memory of their social network to track progress towards problem solutions." @default.
- W2731447882 created "2017-07-14" @default.
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- W2731447882 date "2017-07-02" @default.
- W2731447882 modified "2023-09-23" @default.
- W2731447882 title "Subsistence Consumers as Lead Users: Life Transforming Products and Services From the Bottom of the Pyramid" @default.
- W2731447882 doi "https://doi.org/10.4025/rimar.v7i1.35613" @default.
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