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Resistance in the market against innovations is the norm rather than an exception.

Resistance in the market against innovations is the norm rather than an exception.


“Resistance in the market against innovations is the norm rather than an exception. It should be anticipated by the entrepreneur and it requires special attention. In particular, ensuring that the new product clearly outperforms the customers’ existing options is the best remedy” (Nijssen, 2017, p. 65). 

Explore the questions below as you write a 4 pages, APA-formatted paper with a minimum of three (3) academic and/or valid sources.

  1. Look at the latest census data and identify at least two areas of China that are growing. What type of businesses would you recommend entering the growing markets?
  2. Describe a product you like that you believe more people should use in one of the two areas you have identified. As a marketer, how would you reposition the product to increase its use? Outline your strategy.
  3. How might you go about developing a customer profile for the product? List the sources you would use.
  4. What will you need to consider for the rate of diffusion and adoption of your new service?

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