Firms often overlook and neglect the importance of consumer innovation resistance, which leads to bad investments and failure of otherwise value capturing products. This dissertation aims to identify the role of passive innovation resistance when applied to a product developed through a co-creation model. Past literature has suggested an exploration into the extent passive innovation resistance plays in consumers’ perceptions of innovation-specific products. Based on a sample of 243 respondents this study complements the current literature by providing empirical results and testing the existing theory. Overall our results show that in the context of co-created products there is a significant resistance to adopt by passive innovation resistant segments. Our findings come complement the existing literature and show that cognitive rigidity is the most significant factor when dealing with co-created products.
Date of Award | 19 Oct 2016 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Cláudia Isabel de Sousa Costa (Supervisor) |
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- Mestrado em Gestão: Programa Internacional
Exploring passive innovation resistance in products developed through co-creation strategy
Reis, M. M. G. B. (Student). 19 Oct 2016
Student thesis: Master's Thesis