Second, the innovator's opponent faces a new outcome and may respond to it in future interactions.
In this situation it reasonable to reward the innovator with a higher price.
The stripped-down aesthetic was also, of course, a function of the limited analogue technology available to such early innovators.
This type of problem can arise because risk-averse innovators will try to get full insurance.
Especially in the innovator and early adaptor phases, forms of action research can be appropriate.
The main consumers of interest to innovators in high-cost technology are clinicians, hospital management, and funders (11).
The combination of these characteristics placed this population within the realm of innovators and early adopters5.
Later the original innovator decided to enter, possibly to take advantage of the weak marketing strength of the imitator in that period.
