Anticipate - don't just react!

This paper describes the development and validation of a trendsetter segmentation model which provides the measurement of willingness to innovate and the potential for interpersonal influence on basis of four validation studies possible.

Anticipate Don't Just React

Customer insights through trendsetter lifestyles in online research

Andrea GadeibDialego andBernad BatinicUniversity Erlangen-Nurnberg


In explaining the new trendsetter model, one has to understand the trendsetter...

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