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Innovation Resistance: A Rising Tide of Consumerism

Innovation Resistance: A Rising Tide of Consumerism
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Author(s): Dursun Yener (İstanbul Medeniyet University, Turkey)and Mertcan Taşçıoğlu (İstanbul Medeniyet University, Turkey)
Copyright: 2020
Pages: 21
Source title: Handbook of Research on Contemporary Consumerism
Source Author(s)/Editor(s): Hans Ruediger Kaufmann (University of Applied Management Studies Mannheim, Germany & University of Nicosia, Cyprus)and Mohammad Fateh Ali Khan Panni (City University, Bangladesh)
DOI: 10.4018/978-1-5225-8270-0.ch009

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Abstract

Innovation resistance has become a subject of increasing concern to academics and practitioners in recent years. Dealing with innovation resistance appropriately plays a very important role for companies. In this chapter, innovation resistance is examined in the context of consumerism. Innovation resistance concept and innovation resistance models are explored thoroughly and the relationship with innovation resistance and perceived risk is emphasized in the context of consumerism. Then, overcoming innovation resistance and the ways how to deal with barriers are explained and finally this chapter concludes with a summary of the chapter and managerial implications.

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