Lead markets

More about the book

This thesis explores three key questions: the definition of a lead market, its characteristics, and how companies can leverage lead markets for global innovation. It identifies a lead market as a country that adopts a technological innovation, such as the facsimile machine, personal computer, or mobile cellular phone, earlier than others, influencing global adoption patterns. When competing designs emerge, the one favored in the lead market typically becomes the global standard. The study provides a theoretical framework for understanding lead markets, supported by empirical evidence from a case study of the cellular mobile phone industry. It highlights how the unique market context of a lead market—including consumer preferences, environmental factors, and competitive dynamics—facilitates the international diffusion of innovations. This context leads to varying acceptance of new products across different countries, as well as national preferences for specific innovation specifications. By analyzing these elements, the research aims to offer insights into how multinational firms can navigate and capitalize on the complexities of lead markets to drive innovation on a global scale.