Overcoming consumer resistance to innovation

MIT Sloan Management Review

Volumn 48, Issue 4, 2007, Pages

  Garcia, Rosanna ^a,c   Bardhi, Fleura ^a,c   Friedrich, Colette ^b  

^a NORTHEASTERN UNIVERSITY   (United States)

^b MASSACHUSETTS INSTITUTE OF TECHNOLOGY   (United States)

^c NORTHEASTERN UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 34547697448     PISSN: 15329194     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (27)

1. As described by G.A. Moore in "Crossing the Chasm" (New York: HarperBusiness, 1991), the gap between the early adopters and the mainstream market is caused by the different preferences and expectations of these two segments with regard to the innovation.
2. RN. Golder and G J. Tellis, "Will It Ever Fly? Modeling the Takeoff of Really New Consumer Durables," Marketing Science 16, no. 3 (1997): 256-270.
3. R. Agarwal and B. Bayus, 'The Market Evolution and Sales Takeoff of Product Innovations," Management Science 48, no. 8 (August 2002): 1024-1041.
4. Moore, "Crossing the Chasm."
5. E.M. Rogers, "Diffusion of Innovations," 5th ed. (NewYork: Free Press, 2003).
6. S. Ram and J.N. Sheth, "Consumer Resistance to Innovations:The Marketing Problem and Its Solutions," Journal of Consumer Marketing 6, no. 2 (1989): 5-14;
7. and D. Krackhardt, "Organizational Viscosity and the Diffusion of Controversial Innovations," Journal of Mathematical Sociology 22 (1997): 177-199.
8. Ram, "Consumer Resistance to Innovations."
9. JT. Gourville, "Why Consumers Don't Buy: The Psychology of New Product Adoption," Harvard Business School case no. 20039-504-056 (Boston: Harvard Business School Publishing, 2003).
10. Ibid.
11. D. Sogg, "The Science of Closures: Evaluating Corks, Twist-offs and Other Ways of Preserving the Quality of Bottled Wine," Wine Spectator (March 31,2005): 55-58.
12. S. Courtney, "The History and Revival of Screwcaps," Wine of the Week (August 13, 2001), www.wineoftheweek.com/screwcaps/history. html.
13. O. Toubia, J. R. Hauser and R. Garcia, "Probabilistic Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis: Theory and Application," Marketing Science, in press.
14. Sogg, "The Science of Closures."
15. The problem of "free riders" does exist, but it is not the focus of this paper.
16. R. Garcia and T. Atkin, "Co-opetition For the Diffusion of Resistant Innovations: A Case Study in the Global Wine Industry," working paper 05-002, Institute for Global Innovation Management, Northeastern University, Boston, 2005.
17. This "scientific" wine consumer segment consists of wine drinkers who make wine choices based on quality and follow scientific developments in the market closely. All winemakers interviewed identified this consumer segment.
18. See www.hoguecellars.com/feature/homework.html (last viewed June 24, 2006).
19. See www.plumpjack.com.
20. See www.3loosescrews.com.
21. See www.screwcap.co.nz.
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24. and G.Walker, B. Kogut and W. Shan, "Social Capital, Structural Holes and the Formation of an Industry Network,"Organization Science 8, no. 2 (1997): 109-125.
25. X. Luo, R.J. Slotegraaf and X. Pan, "Cross-Functional 'Coopetition': The Simultaneous Role of Cooperation and Coopetition Within Firms," Journal of Marketing 70, no. 2 (2006): 67-81.
26. R.M. Morgan and S.D. Hunt, "The Commitment-Trust Theory of Relationship Marketing," Journal of Marketing 58, no. 3 (July 1994): 20-38.
27. L.P. Bucklin and S. Sengupta, "The Co-Diffusion of Complementary Innovations: Supermarket Scanners and UPC Symbols," Journal of Product innovation Management 10, no. 2 (1993): 148-160.