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.
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