Obtaining opinion leadership in the third wave: 3G mobile telephony as (CO)3
(English)Manuscript (preprint) (Other academic)
Opinion leadership theory normally applied on the adoption of consumer goods is evaluated for a third wave complex system as regards identity of opinion leaders and the character of the activities a company undertakes in its efforts to act as an opinion leader. The third wave complex system development process studied is the standardisation of the core network and radio access portions of the 30 mobile telephony system and this from the perspective of a large mobile systems developer. Based on the increased technical and market complexity compared to the second wave, it is concluded, contrary to existing opinion leadership theory, that the opinion leaders for third wave complex systems come from within the existing social system and that the opinion leadership is competence-oriented, collaboration-oriented and community-oriented.
Economics and Business
IdentifiersURN: urn:nbn:se:liu:diva-89647OAI: oai:DiVA.org:liu-89647DiVA: diva2:608641