Anticipating and Influencing Response to Innovations

Chezy Ofir, Donald R Lehmann and Scott Sanderude

Chapter 4 in Marketing Driven Revenue Growth:A Guide to Organic Growth, 2024, pp 53-63 from World Scientific Publishing Co. Pte. Ltd.

Abstract: For a growth idea to succeed, it needs to be “adopted” by all the relevant parties. This obviously involves customers but also company employees (executives, salespeople, etc.), channels (both suppliers and distribution channels unless the innovation is strictly direct B-to-C), regulators, etc. Here we focus on customer adoption. We discuss adoption by others in Chapter 8 on implementation.Implementing a growth strategy involves getting people to behave in different (innovative) ways. However, humans are, in general, not innovative. Rather, they cling to their past way of doing things. This is part evolutionary biology (the “I survived so far this way so I’m staying here” reaction), part nostalgia, and part a reaction to the often-bewildering array of options available…

Keywords: “Block Week” (9–5) Format; New Business; Organic Growth; Growth; New Products; Marketing; Innovation; Creativity; Evaluating Options; Implementation; Forecasting; Brands; Customers; Evaluation (search for similar items in EconPapers)
JEL-codes: L26 M13 M3 M31 (search for similar items in EconPapers)
Date: 2024
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