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Resistance to innovation : its sources and manifestations /
Every year, about 25,000 new products are introduced in the United States. Most of these products fail - at considerable expense to the companies that produce them. Such failures are typically thought to result from consumers' resistance to innovation, but marketers have tended to focus instead...
| Clasificación: | Libro Electrónico |
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| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Chicago :
London : The University of Chicago Press,
[2015]
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | Every year, about 25,000 new products are introduced in the United States. Most of these products fail - at considerable expense to the companies that produce them. Such failures are typically thought to result from consumers' resistance to innovation, but marketers have tended to focus instead on consumers who show little resistance, despite these 'early adopters' comprising only 20% of the consumer population. Shaul Oreg and Jacob Goldenberg bring the insights of marketing and organisational behaviour to bear on the attitudes and behaviours of the remaining 80% who resist innovation. |
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| Descripción Física: | 1 online resource : illustrations |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9780226237329 022623732X |