Identifying key customers for novel industrial products

Richard N. Cardozo, David K. Smith, Madhubalan Viswanathan

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish (US)
Pages (from-to)102-113
Number of pages12
JournalThe Journal of Product Innovation Management
Issue number2
StatePublished - Jun 1988
Externally publishedYes

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation

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