Resistance to Innovation

Its Sources and Manifestations

Szerző: Shaul Oreg, Jacob Goldenberg

Nyelv:

Kötés: Kemény kötésű

Kiadó: The University of Chicago Press

Elérhetőség: Beszállítói készleten alacsony példányszámban

Küldés 13-18 napon belül

19 983 Ft

Every year, about 25,000 new products are introduced in the United States. Most of these products fa...

Információk a könyvről

Szerző

Shaul Oreg, Jacob Goldenberg

Nyelv

Angol

Kötés

Könyv - Kemény kötésű

Kiadva

2015

oldal

208

EAN

9780226632605

ISBN

0226632601

Enbook ID

09231880

Kiadó

The University of Chicago Press

Súly

446

Méretek

238 x 162 x 21

Teljes leírás

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 percent of the consumer population. Shaul Oreg and Jacob Goldenberg bring the insights of marketing and organizational behavior to bear on the attitudes and behaviors of the remaining 80 percent who resist innovation. The authors identify two competing definitions of resistance: In marketing, resistance denotes a reluctance to adopt a worthy new product, or one that offers a clear benefit and carries little or no risk. In the field of organizational behavior, employees are defined as resistant if they are unwilling to implement changes regardless of the reasons behind their reluctance. Using real-life examples and seeking to clarify the act of rejecting a new product from the reasons - rational or not - consumers may have for doing so, Oreg and Goldenberg propose a more coherent definition of resistance less encumbered by subjective, context-specific factors and personality traits. This tighter definition makes it possible to disentangle resistance from its sources and ultimately offers a richer understanding of consumers' underlying motivations.

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Resistance to Innovation

Its Sources and Manifestations

Információk a könyvről

Teljes leírás

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