Being ahead of its time the consumer resistance phenomenon: A comparative case study research

Double Degree.

A Work Project presented as part of the requirements for the Award of a Master Degree in Management from the NOVA – School of Business and Economics and FGV – Escola de Administração de Empresas de São Paulo

Companies frequently neglect the consumer resistance phenomenon, which climaxes in vain investments that may compromise the financial sustainability of the company. In a world where novelty is requested by the market, companies driven by innovation should realize whether consumers are prepared to receive a disruptive technology. In this scenario, technology diffusion has become a critical topic of debate among researchers. Consumer resistance, nevertheless, has been neglected in the literature. Thus, this study analyses the perceived innovation characteristics that inhibit the critical mass of consumers to adopt technological products. Moreover, it complements the current literature by providing empirical results and by testing the existing theory. The research design takes a qualitative multi-case study approach by investigating the most pertinent characteristics of two disruptive technological products that were rejected by the early majority of consumers versus other two disruptive technological products that were largely accepted. The results show that compatibility with the customer’s lifestyle constitutes the most prominent factor that raises barriers to adoption.

NSBE - UNL