Abstract
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.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 5 |
| Number of pages | 1 |
| Journal | Journal of Consumer Marketing |
| Volume | 6 |
| Issue number | 2 |
| DOIs | |
| State | Published - Feb 1989 |
ASJC Scopus subject areas
- Business and International Management
- Marketing