Organizational resistance to technological innovations creates hurdles to diffusion of innovations in industrial technology markets. This study aims to examine the causes of this problematic phenomenon and develop useful strategies to overcome innovation resistance of organizational customers.
The paper's conceptual framework is adapted from the motivation‐opportunity‐ability (MOA) paradigm of consumer and organizational information processing. The analysis draws on a body of multidisciplinary literature, empirical observations, and case studies.
The determinants of organizational innovation resistance encompass the psychological, economic, technological, political, strategic, and organizational structural aspects of a technological innovation. Information flow is the key to breaking through the resistance barrier and promoting diffusion of innovations among industrial customers.
An empirical study is needed in the future to test the propositions developed.
The study offers useful strategies to overcome organizational innovation resistance and new approaches to segment and target organizational buyers in technology markets.
The paper fills a research gap in studies on diffusion of innovation by explaining organizational innovation resistance and proposing useful strategies to tackle this problem.
