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Consumer Resistance to Innovations The Marketing Problem and its solutions

Consumer Resistance to Innovations The Marketing Problem and its solutions Considers why customers resist innovations even though they areconsidered necessary and desirable. Identifies functional barriers suchas usage, value, and risk, and psychological barriers such as traditionand image. Concludes that successful innovation lies not in bowing downto consumer resistance, but in understanding the causes and developing amarketing strategy to attack them. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Consumer Resistance to Innovations The Marketing Problem and its solutions

Journal of Consumer Marketing , Volume 6 (2): 10 – Feb 1, 1989

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/EUM0000000002542
Publisher site
See Article on Publisher Site

Abstract

Considers why customers resist innovations even though they areconsidered necessary and desirable. Identifies functional barriers suchas usage, value, and risk, and psychological barriers such as traditionand image. Concludes that successful innovation lies not in bowing downto consumer resistance, but in understanding the causes and developing amarketing strategy to attack them.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Feb 1, 1989

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