Journal
INTERNATIONAL ECONOMIC CONFERENCE OF SIBIU 2013 POST CRISIS ECONOMY: CHALLENGES AND OPPORTUNITIES, IECS 2013
Volume 6, Issue -, Pages 457-465Publisher
ELSEVIER SCIENCE BV
DOI: 10.1016/S2212-5671(13)00163-9
Keywords
innovation; resistance to innovation; consumer behavior
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The purpose of this work is to identify and analyze consumer resistance in order to understand this concept in the area of resistant behavior. The paper converges on studying the resistance to innovation from a theoretical perspective and to show it importance in innovation process. The paper concludes bydescribing the complexity of resistance to innovation, its forms and effects on the behavior of consumers and market. Although most authors focus their research on positive adoption decisions, this paper instead focus on developing insight into the relatively underdeveloped area of resistant behavior literature by presenting key concepts of resistance to innovation. (C) 2013 The Authors. Published by Elsevier B.V.
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