Firms, or persons, that are innovative The term is often applied (1) to those who are the first to create a new type of product or (2) to those who are the first to adopt a new product introduced to the marketplace Innovators are often thought to be opinion leaders (See adopter categories and product adoption process )
the small group of alert people who the earliest to adopt a new product See Diffusion of Innovation; Early Adopters; Early Majority; Laggards; Late Majority
The manufacturer whose name is listed on the application to FDA for approval of a new drug In the case where the original manufacturer does not market the new drug, but licenses another company to exclusively market the product, the marketer is known as the innovator
Those consumers who are the first to adopt a product/service at the beginning of its lifecycle They are usually willing to pay a premium to have the benefit of being the first