Innovation resistance – users postponing, rejecting, or even objecting/demonstrating against – is the sadly neglected child.
We are all familiar with its sisters: diffusion and adoption. Yet, we see innovations failing again and again. And not addressing innovation resistance is a candidate for why this is so. As well as for why 94% of executives are disappointed with innovation performance. Why? Well, in order to get adoption we have to:
- address Rogers’ classic adoption variables, and
- remove resistance (opposition, rejection and postponement) to the innovation
Too often we only see and address the point 1. Yet:
- “innovation resistance seems to be a normal, instinctive response of consumers” (Sheth and Ram, 1989)
- "customer resistance is usually one of the greatest risks to innovation" (Heidenreich & Kraemer, 2015).
In this article, we look at innovation resistance and why it occurs.