This case study (attached) is all about managing consumer resistance to innovation – in this case the Apple watch. Review the critical Ps of marketing – product, price, place and promotion and incorporate them into your summary of the case while answering the following questions: 1. What are your thoughts about the conceptual phenomenon of innovation resistance? 2. What are the differences between the two type of innovation resistance (active vs passive)? 3. How might we take a consumer centric approach to manage innovation resistance? 4. What are the consumer characteristics that Apple needs to manage to overcome consumer resistance to its smart watch? 5. Discuss how marketing mix strategies can allow Apple to achieve consumer acceptance of the smart watch?
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