Books by Jacob Goldenberg
Scholars estimate that about 80 percent of consumers aren t open to innovation. This characterization, however, obscures the attitudes and behaviors this vast majority of consumers. Shaul Oreg, an expert in organizational behavior, and Jacob Goldenberg, an expert in marketing scholarship, offer a groundbreaking perspective on the characteristics that actually contribute to consumer behavior in relation to innovation and change."Resistance to Innovation "looks at two streams of resistance: in marketing, the reluctance of consumers to adopt new products; and in organizational behavior, the unwillingness of some employees to accept new ideas about ways of doing things or to implement new technologies and tools in the workplace. Crucial to those seeking to introduce innovations, whether marketers or employers, "Resistance to Innovation "uncovers the actual effects of this resistance, what explains it, and what strategies might be adopted to overcome it."
"This counterintuitive and powerfully effective approach to creativity demonstrates how every corporation and organization can develop an innovative culture. The traditional attitude toward creativity in the American business world is to 'think outside the box'-- to brainstorm without restraint in hopes of coming up with a breakthrough idea, often in moments of crisis. Sometimes it works, but it's a problem-specific solution that does nothing to engender creative thinking more generally. 'Inside the Box' demonstrates Systematic Inventive Thinking (SIT), which systemizes creativity as part of the corporate culture."--Provided by publisher.