Consumer Resistance to Innovations: The Marketing Problem and its solutions

Considers why customers resist innovations even though they are considered necessary and desirable. Identifies functional barriers such as usage, value, and risk, and psychological barriers such as tradition and image. Concludes that successful innovation lies not in bowing down to consumer resistance, but in understanding the causes and developing a marketing strategy to attack them.

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Year of publication:	1989
Authors:	Ram, S. ; Sheth, Jagdish N.
Published in:	Journal of Consumer Marketing. - MCB UP Ltd, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 6.1989, 2, p. 5-14
Publisher:	MCB UP Ltd
Subject:	Beliefs \| Consumer behaviour \| Innovation \| Marketing strategy \| Product launch \| Resistance

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000002542 [DOI]
Source:	Other ZBW resources

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