Consumer resistance to innovations: The marketing problem and its solutions

Sudha Ram, Jagdish N. Sheth

Research output: Contribution to journalArticle

347 Citations (Scopus)

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 - Jan 1 1989

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Consumer resistance
Innovation
Marketing
Marketing strategy

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

Cite this

Consumer resistance to innovations : The marketing problem and its solutions. / Ram, Sudha; Sheth, Jagdish N.

In: Journal of Consumer Marketing, Vol. 6, No. 2, 01.01.1989.

Research output: Contribution to journalArticle

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