Le rôle du positionnement et de la communication dans l’adoption d’une innovation technologique: le cas de la fibre optique en France

Valérie Fautrero (), Catherine Lejealle () and Thierry Rayna
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Valérie Fautrero: ECOGE - Economie Gestion - I3 SES - Institut interdisciplinaire de l’innovation de Telecom Paris - Télécom Paris - IMT - Institut Mines-Télécom [Paris] - IP Paris - Institut Polytechnique de Paris - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique
Catherine Lejealle: LTCI - Laboratoire Traitement et Communication de l'Information - Télécom ParisTech - IMT - Institut Mines-Télécom [Paris] - CNRS - Centre National de la Recherche Scientifique

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Abstract: The role of positioning and communication when adopting technological innovation: the case of Optical Fibre Internet in France The paradox of more advanced technologies sometimes failing to be adopted is well known. This is the case of Optical Fibre Internet access in France. Although Fibre access in France is much faster than older technologies like ADSL, it only accounts for a small portion of internet subscriptions. We use a 2-stage methodology to inves- tigate this paradox: a survey of 5% of Fibre subscribers and a content analysis of ISP ads. Our research provides evidence of a chasm in the diffusion of the technology that is caused by heterogeneity in the user population. This article shows that overcoming this chasm requires a market segmentation based upon usages, as well as better targeted advertising that emphasises the added value of Fibre technology. The findings enable us to make more general recommendations to help technological products cross the chasm.

Keywords: innovation; marketing strategy; segmentation; technology adoption; fibre optic; behaviour.; stratégie marketing; adoption; fibre optique; comportement. (search for similar items in EconPapers)
Date: 2017-12-19
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Published in Décisions Marketing, 2017, 88, pp.51-70. ⟨10.7193/DM.088.51.70⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308134

DOI: 10.7193/DM.088.51.70

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