Organizational resistance to performance‐enhancing technological innovations: a motivation‐threat‐ability framework
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 30 January 2009
Abstract
Purpose
Organizational resistance to technological innovations creates hurdles to diffusion of innovations in industrial technology markets. This study aims to examine the causes of this problematic phenomenon and develop useful strategies to overcome innovation resistance of organizational customers.
Design/methodology/approach
The paper's conceptual framework is adapted from the motivation‐opportunity‐ability (MOA) paradigm of consumer and organizational information processing. The analysis draws on a body of multidisciplinary literature, empirical observations, and case studies.
Findings
The determinants of organizational innovation resistance encompass the psychological, economic, technological, political, strategic, and organizational structural aspects of a technological innovation. Information flow is the key to breaking through the resistance barrier and promoting diffusion of innovations among industrial customers.
Research limitations/implications
An empirical study is needed in the future to test the propositions developed.
Practical implications
The study offers useful strategies to overcome organizational innovation resistance and new approaches to segment and target organizational buyers in technology markets.
Originality/value
The paper fills a research gap in studies on diffusion of innovation by explaining organizational innovation resistance and proposing useful strategies to tackle this problem.
Keywords
Citation
Bao, Y. (2009), "Organizational resistance to performance‐enhancing technological innovations: a motivation‐threat‐ability framework", Journal of Business & Industrial Marketing, Vol. 24 No. 2, pp. 119-130. https://doi.org/10.1108/08858620910931730
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited