Heiskanen, Eva; Hyvönen, Kaarina; Niva, Mari; Pantzar, Mika - In: European Journal of Innovation Management 10 (2007) 4, pp. 489-509
Purpose – Consumers are sometimes unexpectedly resistant toward radically innovative product concepts, and it is often … new ways to make consumers familiar with new product concepts. The purpose of this study is to present the argument that … educating consumers may not solve all problems, and may sometimes even address the wrong question. Design …