Lead-Users vs. Emergent Nature Consumers for Marketing Co-Creation: Are They Really Different?

This research extends Hoffman et al (2010)'s work on the rela- tionship between two key targets for co-creation: Emergent-Nature Con- sumers (ENC) and Lead-Users (LU). These authors have shown that an ENC - who can innovate in any domain, could be more effective than a LU- who innovates in one specific-domain, for the development of new product concepts. We show that these two innovating users have common conceptual roots and that ENC character trait corresponds to an exten- sion of LU characteristics to all product domains. We also show that the ENC trait is an antecedent of specific-domain lead-usership. It finally appears that ENC and LU characteristics are crucial determinants for engagement in co-creation activities.