Innovations—Doomed to Fail? Investigating Strategies to Overcome Passive Innovation Resistance.
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.