Purpose Citizens can develop new products in the household sector (HHS), and although HHS innovations are generally valuable to others, they are seldom diffused by the innovator. In order to provide insight for the understanding of this diffusion failure, this article proposes to introduce the vocational and retirement perspective to consider how the innovator's chronological aging affects her diffusion channel selection. Commercial diffusion of HHS innovations allows older adults to continue a work-related identity. And, a satisfying work experience could enhance older adults' reliance on work for self-worth. Therefore, the relationship between the older HHS innovators and their commercial diffusion as well as the moderating effect of their person–organization (P–O) fit on this relationship was examined. Design/methodology/approach This study referred to the standard procedure and utilized a Japanese consumer panel to identify HHS innovators. The criterion of old age was set to 60+ years old. The hypotheses were tested with ordinary least squares regression analysis. The robustness of our findings was checked by analyzing two restricted samples. Findings In Japan, older adults are more likely to diffuse their HHS innovators commercially than to peers. This relationship is amplified when the older adults also perceived a P-O fit in their employer firm. Originality/value This paper adds to the evidence that older adults can be an important source of innovation. It – for the first time – points out that the vocational and retirement perspective can help researchers consider why a particular diffusion channel is selected and thereby provide insight for understanding when the diffusion failure of HHS innovation is alleviated. The moderating effect of the P–O fit originally suggests the “interdependent life spheres”, that is, older adults' work experience may affect their post-retirement life and their activity in the household sector.

Purpose In heterogeneously segmented markets, collaborating with product users in product innovation is important for business success. End user innovators and embedded user innovators differ in terms of their prior embeddedness in the target industry. The purpose of this study is twofold. First, the authors empirically compare these two types of user innovators in terms of their diffusion channel selection. Second, the authors analyze how the technological advances of their innovations affect this difference. Design/methodology/approach Using an online questionnaire survey, this study collected a sample of 237 user-generated innovations in Japan and analyzed several hypotheses using quantitative statistical approaches. Findings The analysis shows that embedded user innovators are more likely than end user innovators to transfer their innovations to producers rather than peers. As the technological advances of their innovations increase, end user innovators' likelihood of transferring their innovation to producers increases more significantly than that of embedded user innovators. Originality/value This is the first paper to investigate the difference between end user innovators and embedded user innovators with respect to their diffusion channel selection as well as the moderating role of technological advances. The findings bring new perspectives to the domains of user–producer collaboration and technology transfer.