Institutional Investors

University of London fund takes investing to the next level via the tactical route


Credit on the agenda as SAUL’s hedge fund confidence grows

By Pirkko Juntunen

The product diffusion curve describes how consumers can be grouped according to how quickly they adopt a new product. This curve can just as easily be applied to consumers of investment products and strategies as to those of new technology, where this curve is most commonly applied.

The theory classifies consumers according to five categories (see box, page 12) ranging from ‘innovators’, which are well-informed risk-takers willing to try an unproven product, right through to ‘laggards’, who avoid change and may not adopt a new product until traditional alternatives are no