[Read now] Resistance to Innovation: Its Sources and Manifestations
✿ Shaul Oreg, Jacob Goldenberg ✿
#2836301 in eBooks 2015-06-12 2015-06-12File Name: B00Y4HOXEE
"Just creating blockbuster ideas is not enough. Innovators today have to harness, manage, and overcome the inevitable resistance that stems from new ideas. Oreg and Goldenberg show in this fascinating and revealing book what really holds innovation back."Every year, about 25,000 new products are introduced in the United States. Most of these products failmdash;at considerable expense to the companies that produce them. Such failures are typically thought to result from consumersrsquo; resistance to innovation, but marketers have tended to focus instead on consumers who show little resistance, despite these ldquo;early adoptersrdquo; comprising only 20 percent of the consumer population.Shaul Oreg and Jacob Goldenberg bring the insights of marke... [PDF.fn00] Resistance to Innovation: Its Sources and Manifestations Rating: 3.90 (669 Votes)
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