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Identifying Key Customers for Novel Industrial Products
Author(s) -
Cardozo Richard N.,
Smith David K.,
Viswanathan Madhubalan
Publication year - 1988
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.520102
Subject(s) - invoice , business , key (lock) , marketing , industrial marketing , software deployment , industrial organization , computer science , computer security , accounting , operating system
Managers responsible for novel industrial products seek to identify their most productive customers promptly, as a basis for deployment of marketing and development resources. Using a trial‐and‐adoption model, based upon invoice data from sales of novel industrial products over a five‐year period, Richard Cardozo, David Smith and Madhubalan Viswanathan show that initial interpurchase interval (the time from initial purchase to first repeat purchase) identifies high‐volume customers, no matter when they first purchased. In addition to demonstrating the usefulness of a trial‐and‐adoption model in analyzing purchases of novel industrial products, this study also describes for the first time four distinct purchase patterns for novel industrial products.