MBA-5150 v4

Heidenreich, S., & Kraemer, T. (2016). Innovations—Doomed to Fail? Investigating Strategies to Overcome Passive Innovation Resistance. Journal of Product Innovation Management, 33(3), 277–297. https://doi.org/10.1111/jpim.12273
The authors state that new products fail because of consumer resistance to innovation. This study looked at how to overcome passive resistance to new product adoption using two marketing instruments, mental stimulation, and benefit comparison. The study found that the more radical the innovation was perceived to be, the more effective the two instruments were found to be. The authors suggest the use of such launch tactics to reduce the failure of innovative products.

Huo, L., Xu, J., He, J., & Lin, T. (2021). Maximizing the Influence of the Innovative Products Diffusion considering Advertisement and Promotion Strategies. Discrete Dynamics in Nature & Society, 1–14. https://doi.org/10.1155/2021/9293303
In this study, the authors looked at the impact of advertising strategies and promotional strategies on potential buyers of innovative products. They found that advertising strategies did influence the marketing of innovative products. When both strategies were used, the study found that the combined influence to be more impactful.