Experts as Negative Opinion Leaders in the Diffusion of a Technological Innovation

Dorothy A. Leonard
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Dorothy A. Leonard: Business Administration at the Harvard Graduate School of Business Administration, Boston, MA 02163, USA

Chapter 10 in Managing Knowledge Assets, Creativity and Innovation, 2011, pp 235-249 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractIn the diffusion of controversial technological innovations, experts influence the rate and extent of acceptance by serving as negative or positive opinion leaders. This study of prosthodontists and their choice of opinion leaders draws data from both national and local samples of professionals to explain the use of nonprecious alloys as a gold substitute in dental restorations. The role of innovation discontinuers is also explored.

Keywords: Innovation; Creativity; Knowledge; New Product Development; Implementation; Managing Knowledge; Intrapreneurship (search for similar items in EconPapers)
Date: 2011
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