In this article, our objective is to explain why customers resist innovations even though they are considered necessary and desirable. We will seek to identify the major barriers which create customer resistance to innovations and will suggest marketing strategies to overcome these barriers. © 1989, MCB UP Ltd
CITATION STYLE
Ram, S., & Sheth, J. N. (1989). Consumer resistance to innovations: The marketing problem and its solutions. Journal of Consumer Marketing, 6(2), 5. https://doi.org/10.1108/EUM0000000002542
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