Description

Book Synopsis
Every year, about 25,000 new products are introduced in the United States. Most of these products fail - at considerable expense to the companies that produce them. This book brings the insights of marketing and organizational behavior to bear on the attitudes and behaviors of the remaining 80 percent who resist innovation.

Trade Review
"A fascinating read. The real-world examples are supported by a review of a diverse range of scientific research, making this an interesting and useful read for entrepreneurs, product managers, researchers, and people who are generally interested in understanding the behavior of the majority of consumers." (Mel Fugate, Southern Methodist University)

Resistance to Innovation

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    A Hardback by Shaul Oreg, Jacob Goldenberg

    £37.05

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    RRP £39.00 – you save £1.95 (5%)

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      Book details

      Publisher The University of Chicago Press
      Published 12 June 2015
      ISBN-13 9780226632605
      978-0226632605
      ISBN-10 0226632601
      Also in:
      Sales and marketing

      Description

      Book Synopsis
      Every year, about 25,000 new products are introduced in the United States. Most of these products fail - at considerable expense to the companies that produce them. This book brings the insights of marketing and organizational behavior to bear on the attitudes and behaviors of the remaining 80 percent who resist innovation.

      Trade Review
      "A fascinating read. The real-world examples are supported by a review of a diverse range of scientific research, making this an interesting and useful read for entrepreneurs, product managers, researchers, and people who are generally interested in understanding the behavior of the majority of consumers." (Mel Fugate, Southern Methodist University)

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