CORPORATE CUSTOMERS' RESISTANCE TO INDUSTRIAL SERVICE INNOVATIONS
Heidi M. E. Korhonen () and
Ilari Kaarela ()
Additional contact information Heidi M. E. Korhonen: VTT Technical Research Centre of Finland, P.O. Box 1000, FI-02044 VTT, Finland
Ilari Kaarela: VTT Technical Research Centre of Finland, P.O. Box 1000, FI-02044 VTT, Finland
This paper examines the reasons for corporate customers' resistance to adopt industrial service innovations provided by their supplier companies. It is based on work with nine Finnish suppliers of industrial services and their potential customers. We view organizations as networks of individual adopters. We find that organizational sentiment towards adopting an innovation is often ambivalent and that resisting views reveal important drawbacks of an innovation that need to be addressed. The results clarify the effects of utility, cost, emotion and risk aversion in organizational service decisions emphasizing the fit of the service for the customer.