Consumer Resistance to Innovations: The Marketing Problem and its solutions
S. Ram
(Assistant professor of marketing at the University of Arizona, Tucson)
Jagdish N. Sheth
(Brooker Professor of Research in the Graduate School of Business at the University of Southern California and Director of the Center for Telecommunications Management)
9813
Abstract
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.
Keywords
Citation
Ram, S. and Sheth, J.N. (1989), "Consumer Resistance to Innovations: The Marketing Problem and its solutions", Journal of Consumer Marketing, Vol. 6 No. 2, pp. 5-14. https://doi.org/10.1108/EUM0000000002542
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited