Analysis Of Consumer Profiles In The Presence Of A Disruptive Innovation was the subject of the conference that was given by Dr. Di Franco, CEO of Arcturius, the 22nd of september 2012. He was speaker at the 7th European Conference on Innovation and Entrepreneurship at Lisbon (Portugal).
The reseach on Resistance to Innovation
The presented subject aims to minimize, or even to cancel, the resistance of the consumer faced with a disruptive innovation.
Most commercial strategies are based on consumer behavior in a “push” strategy : innovation “imposed” or “pushed” by the company. When the disruptive innovation,or suppletive innovation, is introduced to the market through a “push” strategy, most people react negatively, facing various parameters or variables (psychological, economic, etc.). They then will start “behaviorial chain reactions ” or a “process of resistance to innovation”.
This phenomenon is better known under the name of “resistance to innovation”. The major result of this resistance is the complete rejection of innovation. The state of the art has highlighted key variables that create resistance to innovation following the “push” strategy.
Solutions to reduce the resistance to innovation
Biagio Di Franco proposed to analyze the causes and possible solutions to make the disruptive innovation desired by the consumer. He exposed the mode of presentation and characteristics that a disruptive innovation must have before its announcement to the market. This will prevent the engagement of the resistance process and even stimulate the awakening and curiosity of the consumer for the innovation.
Based on the model of resistance, the author developped a model of attraction of an innovation, to identify the factors that create the demand for innovation, in this way innovation will be adapted to the market and not imposed.
A bran new point of view on Innovation
When most marketing plans are based on consumer behavior in a “push” strategy, Dr. Di Franco proposed to introduce a disruptive innovation based on “pull” strategy. Innovation is then “pulled” or “requested” or “solicited” by the consumer.
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