Why consumers resist innovation?
From CRT to flat screen TV, from slim wall-mounted to LED, from OLED to IoT, millennials have seen it all when it comes to witnessing a change in the way the idiot box has turned into a smart screen. Innovations, undoubtedly, have become a strategy for survival and sustained competitive advantage. New technology pushes back existing technology, and this pace has seen a sharp increase in the last decade. The reflex to a change is seen in the form of resistance.
According to a Nielsen report, 14,509 products were launched in India in 2011 in the FMCG category alone, of which only 31 were well received; the rest sank. Cisco, Unilever, P&G, Philips, and 3M, to name a few, but not limited to, have acknowledged the continual need for innovation. All these organisations acknowledge India as a hub of innovations, but there exists a gap between the launch of an innovative product and its acceptance by consumers. This gap is called ‘resistance’. It is derived from the Latin word ‘resistere’, meaning to resist, stand back, withstand, take a stand, and stand firm. In marketing, customer resistance is observed as an opposition to a certain brand, an organisation, marketing images, norms, and devices that represent a system of domination. (Cherrier, Black, and Lee, 2011).
The resistance of a consumer to adopting an innovative product depends on a subjective superior value system, which is a normative framework for good versus bad practices. As soon as customers perceive an organisation as behaving against their value system, they are motivated to resist its offerings. Also, consumption of an innovative product challenges a satisfactory status quo, and also conflicts with an individual’s belief system (Ram and Sheth, 1989).
هذه القصة مأخوذة من طبعة November 2017 من Indian Management.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك ? تسجيل الدخول
هذه القصة مأخوذة من طبعة November 2017 من Indian Management.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
Trust is a must
Trust a belief in the abilities, integrity, values, and character of any organisation is one of the most important management principles.
Listen To Your Customers
A good customer experience management strategy will not just help retain existing customers but also attract new ones.
The hand that feeds
Providing free meals to employees is an effective way to increase engagement and boost productivity.
Survival secrets
Thrive at the workplace with these simple adaptations.
Plan backwards
Pioneer in the venture capital and private equity fields and co-founder of four transformational private equity firms, Bryan C Cressey opines that we have been taught backwards in many important ways, people can work an entire career without seeing these roadblocks to their achievements, and if you recognise and bust these five myths, you will become far more successful.
For a sweet deal
Negotiation is a discovery process for both sides; better interactions will lead all parties to what they want.
Humanise. Optimise. Digitise
Engaging employees in critical to the survival of an organisation, since the future of business is (still) people.
Beyond the call of duty
A servant leadership model can serve the purpose best when dealing with a distributed workforce.
Workplace courage
Leaders need to build courage in order to enhance their self-reliance and contribution to the team.
Focused on reality
Are you a sales manager or a true sales leader? The difference, David Mattson, CEO, Sandler® and author, Scaling Sales Success: 16 Key Principles For Sales Leaders, maintains, comes down to whether you can see beyond five classic myths that we often tell ourselves about selling.
