Identifying Key Customers for Novel Industrial Products
基于五年发票数据，利用试用与采纳模型，发现首次购买到首次重复购买的时间间隔能识别高销量客户，并首次描述了四种新型工业产品的购买模式。
Managers responsible for novel industrial products seek to identify their most productive customers promptly, as a basis for deployment of marketing and development resources. Using a trial‐and‐adoption model, based upon invoice data from sales of novel industrial products over a five‐year period, Richard Cardozo, David Smith and Madhubalan Viswanathan show that initial interpurchase interval (the time from initial purchase to first repeat purchase) identifies high‐volume customers, no matter when they first purchased. In addition to demonstrating the usefulness of a trial‐and‐adoption model in analyzing purchases of novel industrial products, this study also describes for the first time four distinct purchase patterns for novel industrial products.