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Resistenz Gegenüber Innovationen by Tobias Haber, Prof Dr Hans H. Bauer

Resistenz Gegenüber Innovationen

by Tobias Haber , Prof Dr Hans H. Bauer
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Book cover type: Paperback
  • ISBN13: 9783834909596
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 215
  • Original Price: EUR 60.74
  • Language: German
  • Edition: 2008
  • Item Weight: 313 grams
  • BISAC Subject(s): Marketing / General

Die au erordentliche Relevanz von Innovationen ist unumstritten. Eine hohe Innovationst tigkeit impliziert jedoch auch erhebliche Risiken. So scheitern neue Produkte h ufig am Markt. Umso mehr verwundert es, dass die Aufdeckung der Gr nde des Scheiterns neuer Produkte bisher nicht st rker im Forschungsfokus stand. Als ein pot- zieller Grund f r die hohe Floprate wird in der Marketingforschung die Res- tenz der Konsumenten gegen ber Innovationen angesehen, jedoch existieren bis dato kaum Forschungsarbeiten, die sich intensiv mit diesem Ph nomen 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 fr hzeitig eine Risikobewertung ihrer Innovationen vorzunehmen. Zudem konzipiert der Autor ein Drei- Faktoren-Modell der Resistenz bzw. Akzeptanz gegen ber Innovationen und deckt so anhand von drei empirischen Studien asymmetrische Effekte bei der Einstellungsbildung von Konsumenten gegen ber Innovationen auf. Tobias E. Haber identifiziert und differenziert dabei Resistenzinhibitoren, Hybridfaktoren sowie Akzeptanzpromotoren bei Innovationen. Die hierbei gewonnenen - kenntnisse liefern der Praxis wichtige Ansatzpunkte f r ein effektiveres Inno- tionsmanagement. Dar ber hinaus entwickelt er ein Kausalmodell zur Erkl rung 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 pr sentiert der Verfasser eine hervorragende Forschungsarbeit.

Dr. Tobias E. Haber promovierte bei Prof. Dr. Hans H. Bauer am Lehrstuhl für Marketing II der Universität Mannheim.

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