Externally funded project

Reasons for and concepts to overcome indifference, resistance, and rejection in the process of innovation adoption (IRA)


Project Details
Project duration: 08/201507/2017


Abstract

Project objective

With steadily increasing innovation expenditures in the German economy there is an increasing risk of misallocating resources to unsuccessful innovations. Consequently, knowing the determinants of successful innovation is vital to a systematic and successful innovation management. The significance of these determinants is further reflected in a great scholarly interest, which has led to a great number of publications in the field of empirical research on success factors of innovation since the late 1950s. However, despite extensive efforts in science and practice, innovative new products generally still have a failure rate of up to 90%. The key factors of market success of innovations are customer acceptance and adoption.  In this research project, first, forms of rejection along the adoption process will be identified. Second, potential reasons for the identified forms of customer rejection will be determined in an exploratory study and quantified through a large-scale study. Third, strategies of overcoming these adoption constraints will be developed. Last, the developed strategies will be tested in experiments.

Research Questions:

  • What adoption constraints are significant in the early phases of the adoption process?
  • What adoption constraints are significant in the middle phases of the adoption process?
  • What adoption constraints are significant in the late phases of the adoption process?
  • What measures to reduce adoption constraints are most effective in the early phases of the adoption process?
  • What measures to reduce adoption constraints are most effective in the middle phases of the adoption process?
  • What measures to reduce adoption constraints are most effective in the late phases of the adoption process?

Last updated on 2018-30-11 at 11:00