MARKETING - Overcoming Consumer Resistance to Innovation - Under the right circumstances, industry initiatives involving "coopetition" among competitors can reduce customers' reluctance to adopt an innovation.
Year of publication: |
2007
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Authors: | Garcia, Rosanna ; Bardhi, Fleura ; Friedrich, Colette |
Published in: |
MIT sloan management review. - Cambridge, Mass : MIT, ISSN 1532-9194, ZDB-ID 2039388X. - Vol. 48.2007, 4, p. 82-95
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