Annals of Business Administrative Science
Online ISSN : 1347-4456
Print ISSN : 1347-4464
ISSN-L : 1347-4456
Embedded lead users in the organization and consumer lead users in the market
Chiharu ShimizuSotaro Katsumata
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2023 Volume 22 Issue 5 Pages 75-89


Identifying and gaining access to lead users (LUs) in the market is very costly and time-consuming. To enable more efficient access to LUs, this study examines how the proportion of embedded lead users (ELUs) of the organization as employees differs from that of LUs in the market as consumers. An organizational survey and a survey of consumers were conducted in the travel market, and differences in the distribution of lead userness were examined based on the samples obtained from these surveys. The results indicate that the proportion of individuals with high lead userness is higher within the organization than in the market. However, no significant differences in lead userness within the organization was found according to employment type.

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© 2023 Chiharu Shimizu and Sotaro Katsumata. This is an Open Access article distributed under the terms of the Creative Commons Attribution License CC BY 4.0 (Attribution 4.0 International) license. The CC BY 4.0 license permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited.

This article is licensed under a Creative Commons [Attribution 4.0 International] license.
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