Consumer resistance to innovations: The marketing problem and its solutions

S. Ram, Jagdish N. Sheth

Research output: Contribution to journalArticle

395 Scopus citations

Abstract

In this article, our objective is to explain why customers resist innovations even though they are considered necessary and desirable. We will seek to identify the major barriers which create customer resistance to innovations and will suggest marketing strategies to overcome these barriers.

Original languageEnglish (US)
Number of pages1
JournalJournal of Consumer Marketing
Volume6
Issue number2
DOIs
StatePublished - Feb 1989

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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