Resistenz gegenüber Innovationen | Barnes & Noble®

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By Tobias Haber, Prof. Dr. Hans H. Bauer (Foreword by)

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Overview

Die außerordentliche Relevanz von Innovationen ist unumstritten. Eine hohe Innovationstätigkeit impliziert jedoch auch erhebliche Risiken. So scheitern neue Produkte häufig am Markt. Umso mehr verwundert es, dass die Aufdeckung der Gründe des Scheiterns neuer Produkte bisher nicht stärker im Forschungsfokus stand. Als ein pot- zieller Grund für die hohe Floprate wird in der Marketingforschung die Res- tenz der Konsumenten gegenüber Innovationen angesehen, jedoch existieren bis dato kaum For...

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