This case is reserved for use by Columbia Business School Faculty only.
Given humanity's innate resistance to change, why do some new products succeed while others don't?
Given humanity's innate resistance to change, why do some new products succeed while others don't?
Consumers innately resist change, due to a combination of factors such as evolutionary human biology and the bewildering number of choices they face. While this can pose difficulties for companies with growth strategies, understanding the research behind why a consumer decides to buy - or not to buy - can help in overcoming some of those barriers. In this case students consider a systematic framework for assessing the potential barriers to new product offerings.
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