Upload

Loading...

Backlash: How Early Adopters React When the Mass Market Embraces a New Brand

7,005

Loading...

Loading...

Transcript

The interactive transcript could not be loaded.

Loading...

Loading...

Rating is available when the video has been rented.
This feature is not available right now. Please try again later.
Uploaded on Mar 18, 2009

A well-established principle of product development holds that a small group of early adopters can spur mass-market acceptance of a new product. What is less well understood is how those early adopters react when that product or its brand is accepted by the mass market. As Wharton marketing professors David Reibstein and John Zhang explain in this video, the company could experience a backlash as early adopters move on to other new products. A case in point: Porsche saw a decline in sports car sales after it entered the SUV mass market. Research by Reibstein and Zhang discusses reasons for the backlash and suggests a strategy for dealing with it.

  • Category

  • License

    • Standard YouTube License

Loading...

When autoplay is enabled, a suggested video will automatically play next.

Up Next


Sign in to add this to Watch Later

Add to