Post by account_disabled on Jan 2, 2024 6:50:54 GMT
Is consumer resistance to innovation, which may be because the innovation conflicts with consumers' deep-seated belief structures, requires the acceptance of unfamiliar routines or requires the abandonment of deep-rooted traditions. Slow-diffusion innovations that require consumers to change established behaviors are called resistant innovations. How can managers develop marketing plans to reduce the initiation time of resistance to innovation? This article proposes marketing strategies suitable for such innovations. Our conclusions stem from a multi-phase research project that investigated why a particular innovative screw-top wine bottle cap achieved higher market acceptance in.
Australia and New Zealand than in the United States. (See About the research.) Based on the results of this international case study, we elaborate on the role of vertical and horizontal collaboration as marketing strategies for resistant innovation and identify the reasons and conditions under which each strategy works successfully. About the Study This study of the promotion of screw-top wine bottle caps, a Resistant Job Function Email List Innovation, began with a survey of more than 100 wine consumers from Australia, New Zealand and the United States; the survey was conducted by Columbia University's School of Marketing Conducted by Assistant Professor; John Houser, Kirin Professor of Marketing and Marketing Group Leader, MIT Sloan School of Management; Rosanna Garcia, McCarthy Family Fellow.
Assistant Professor of Marketing at Northeastern University. About the Author Rosanna Garcia is a McCarthy Family Fellow and Assistant Professor of Marketing at Northeastern University in Boston, MA. is an assistant professor of marketing at Northeastern University. Colette Friedrich is a postdoctoral fellow at the MIT Sloan School of Management. References As described in Crossing the Chasm (New York: , ), the gap between early adopters and the mainstream market is caused by the two segments' different preferences and expectations for innovation. and, can it fly? Simulating the takeoff of truly new consumer durables, Marketing Science , vol. ( ): . Show all references Acknowledgments.
Australia and New Zealand than in the United States. (See About the research.) Based on the results of this international case study, we elaborate on the role of vertical and horizontal collaboration as marketing strategies for resistant innovation and identify the reasons and conditions under which each strategy works successfully. About the Study This study of the promotion of screw-top wine bottle caps, a Resistant Job Function Email List Innovation, began with a survey of more than 100 wine consumers from Australia, New Zealand and the United States; the survey was conducted by Columbia University's School of Marketing Conducted by Assistant Professor; John Houser, Kirin Professor of Marketing and Marketing Group Leader, MIT Sloan School of Management; Rosanna Garcia, McCarthy Family Fellow.
Assistant Professor of Marketing at Northeastern University. About the Author Rosanna Garcia is a McCarthy Family Fellow and Assistant Professor of Marketing at Northeastern University in Boston, MA. is an assistant professor of marketing at Northeastern University. Colette Friedrich is a postdoctoral fellow at the MIT Sloan School of Management. References As described in Crossing the Chasm (New York: , ), the gap between early adopters and the mainstream market is caused by the two segments' different preferences and expectations for innovation. and, can it fly? Simulating the takeoff of truly new consumer durables, Marketing Science , vol. ( ): . Show all references Acknowledgments.