Diffusion of innovation suggests that most consumers are not willing to purchase

Diffusion of innovation suggests that most consumers are not willing to purchase

new products at an early stage. This refers to resistance to innovation. Imagine you are an

entrepreneur and running a small firm without established reputation. If you are launching a new

product, how do you reduce consumers’ resistance to innovation (i.e., make them buy your new

product) – develop 2-3 actionable plans.

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