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.
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
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