Baksi, Arup Kumar, and Tapan K. Panda. “Consumer Innovativeness : The Mediating Role of Leading Edge Status (LES) on Adoption of Innovative Products in Indian Rural Markets”. Indian Journal of Marketing 49, no. 6 (June 16, 2019): 7–20. Accessed August 22, 2025. https://indianjournalofmarketing.com/index.php/ijom/article/view/144696.