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Resistance to Innovation
Shaul Oreg
€ 50.99
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Description for Resistance to Innovation
Hardback. 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. This book brings the insights of marketing and organizational behavior to bear on the attitudes and behaviors of the remaining 80 percent who resist innovation. Num Pages: 208 pages, 18 halftones, 13 line drawings, 23 tables. BIC Classification: KJD; KJMV6; KJS. Category: (G) General (US: Trade). Dimension: 162 x 238 x 21. Weight in Grams: 446.
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: ... Read more
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: ... Read more
Product Details
Format
Hardback
Publication date
2015
Publisher
The University of Chicago Press United States
Number of pages
208
Condition
New
Number of Pages
208
Place of Publication
, United States
ISBN
9780226632605
SKU
V9780226632605
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-11
About Shaul Oreg
Shaul Oreg is associate professor of organizational behavior at the School of Business Administration at the Hebrew University of Jerusalem. He is a coeditor of The Psychology of Organizational Change. Jacob Goldenberg is professor of marketing at the Arison School of Business at the Interdisciplinary Center Herzliya, visiting professor at Columbia Business School, and the author or coauthor of several ... Read more
Reviews for Resistance to Innovation
"A fascinating read. The real-world examples are supported by a review of a diverse range of scientific research, making this an interesting and useful read for entrepreneurs, product managers, researchers, and people who are generally interested in understanding the behavior of the majority of consumers." (Mel Fugate, Southern Methodist University)