Performance Evaluation of Products Initiated by Lead Users inside the Firm:

Example of Apparel Retailing

Abstract

It has become clear that lead users outside a company can contribute to innovation, but it is difficult for companies to take advantage of these activities because the users are not in the company. On the other hand, lead users inside the firm are employees who are loyal to the products of the company and also have the characteristics of lead users. Prior studies have evaluated the ideas of lead users inside the firm, but none have examined the market performance of products that actually embody these ideas. Based on a case study of an apparel retailer, this study reveals that the co-creation that takes place in the process of commercializing the ideas of lead users inside the firm leads to successful outcomes in the marketplace.