ABSTRACT
In the ICT industry, fast-paced technological developments together with unpredictable markets means that it is becoming more and more difficult to suitably evaluate demand for particular new products and services. As a result, firms have begun to place a greater emphasis on demand assessment. Business development and corporate strategy departments are working hand in hand with marketing departments to ensure that the needs of users are taken into account as a business priority. Although von Hippel’s theory has been understood mainly as relating to leading “firms” in a particular market, it provides, in conjunction with Rogers’ theory of innovation, an excellent basis for developing a framework for the leadership of end users in the diffusion of innovations. Whereas lead users are seen to be ahead of the entire adoption curve as innovators, “use leaders” are end users that fit into the category of early adopters that have an influence on the overall market.
