Theory of rejecting superior, new technologies

Discusses several propositions on the causes and realized strategies that are likely to be found in different industrial marketing‐purchasing situations involving rejecting versus accepting superior technological innovations ‐ innovations independently verified to provide superior operating characteristics and lower total costs compared to currently used products and manufacturing processes. Develops a theory of customer rejection of superior manufacturing technologies and product‐service innovations as a vehicle for summarizing a set of related propositions explaining such behavior. Reviews suggestions for empirical research to test the theory.