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Resistenz Gegenüber Innovationen
Paperback
Series: Schriftenreihe Des Instituts Für Marktorientierte Unternehme
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ISBN10: 3834909599
ISBN13: 9783834909596
Publisher: Gabler Verlag
Published: Mar 26 2008
Pages: 215
Weight: 0.69
Height: 0.54 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783834909596
Publisher: Gabler Verlag
Published: Mar 26 2008
Pages: 215
Weight: 0.69
Height: 0.54 Width: 5.83 Depth: 8.27
Language: German
Die au erordentliche Relevanz von Innovationen ist unumstritten. Eine hohe Innovationstätigkeit impliziert jedoch auch erhebliche Risiken. So scheitern neue Produkte häufig am Markt. Umso mehr verwundert es, dass die Aufdeckung der Gründe des Scheiterns neuer Produkte bisher nicht stärker im Forschungsfokus stand. Als ein pot- zieller Grund für die hohe Floprate wird in der Marketingforschung die Res- tenz der Konsumenten gegenüber Innovationen angesehen, jedoch existieren bis dato kaum Forschungsarbeiten, die sich intensiv mit diesem Phänomen auseinandersetzen. Tobias E. Haber folgt der Forderung der Unternehmenspraxis nach einer - fassenderen Durchdringung dieses Themas und leistet durch seine Disserta- on einen wichtigen Beitrag zur Verbesserung des Erkenntnisstandes zu d- sem Untersuchungskomplex. Der Autor entwickelt auf der Grundlage umfangreicher empirischer Erheb- gen mit mehr als 2000 Probanden ein Modell zur Messung der Innovations- sistenz. Hierdurch gelingt es Unternehmen frühzeitig eine Risikobewertung ihrer Innovationen vorzunehmen. Zudem konzipiert der Autor ein Drei- Faktoren-Modell der Resistenz bzw. Akzeptanz gegenüber Innovationen und deckt so anhand von drei empirischen Studien asymmetrische Effekte bei der Einstellungsbildung von Konsumenten gegenüber Innovationen auf. Tobias E. Haber identifiziert und differenziert dabei Resistenzinhibitoren, Hybridfaktoren sowie Akzeptanzpromotoren bei Innovationen. Die hierbei gewonnenen - kenntnisse liefern der Praxis wichtige Ansatzpunkte für ein effektiveres Inno- tionsmanagement. Darüber hinaus entwickelt er ein Kausalmodell zur Erklärung von aktivem Konsumentenwiderstand gegen Innovationen und gibt der Unternehme- praxis dadurch Anregungen zur Vermeidung von aktiver Innovationsresistenz z.B. in Form von negativem Word-Of-Mouth. Insgesamt präsentiert der Verfasser eine hervorragende Forschungsarbeit.
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