identifying 'Early Adopters' Internationally, Using three dimensions
Michelle Crellin BMRBRosi Ware Global TGI
Introduction
Given the success of Malcolm Gladwells book The Tipping Point, most of you reading this will have read the book. It gained almost unequivocal praise from critics and has set many companies on a different course in terms of marketing thinking.
As Gladwell himself says in the book:
'Tipping points are a reaffirmation of the potential for change with the slightest push, in just the right place, it can be tipped.'
Figure 1provides a graphical interpretation of...