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o Innovators
o Early Adopters
o Early Majority
o Late Majority
o Laggards
o
● This sequence of adoption expresses itself differently in B2C
versus B2B markets. This has huge implications for marketing
and entrepreneurship as each group has a different psychology
and willingness to experiment with new ideas (see Diffusion
Models).
A Note on "Tipping Points"
As acceptance of an idea progresses, it may encounter a 'tipping point'.
A tipping point occurs when acceptance of an idea reaches a critical
mass and a shift occurs that makes (say) acceptance of the new idea
inevitable. Such a tipping point in business may also be linked to the
economic collapse of the old model; example, it is said that when 60%
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