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Akzeptanz von Produktinnovationen
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Christian Arnold und Christoph Klee erlutern in diesem Essential, warum es sich bei Produktinnovationen um einen kritischen Erfolgsfaktor handelt: Kundenanforderungen und Technologien wandeln sich immer rascher und das Angebotsprogramm muss entsprechend hufig angepasst werden. Auf eine Begriffserluterung und einige Anmerkungen zur betriebswirtschaftlichen Erfolgsforschungstradition folgt eine Einfhrung in bedeutende Konzepte der Akzeptanzforschung. Im Anschluss werden Widerstnde diskutiert, die die Akzeptanz einer Produktinnovation unter bestimmten Umstnden blockieren knnen.
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