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Igniting the Spark: Overcoming Organizational Change Resistance to Advance Innovation Adoption – The Case of Data-Driven Services

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Exploring Service Science (IESS 2020)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 377))

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Abstract

The launch of innovative products and services is accompanied by customer resistance towards innovation. While this phenomenon is well understood in research, little is known about resistance towards innovation on an organizational level. Servitization and digitalization have paved the way for innovative B2B offerings such as data-driven services to augment traditional value propositions. Being perceived as innovation, it is relevant to understand if customer change resistance also applies to an organizational level. We conduct a set of expert interviews with organizations that face a situation of slow data-driven service adoption. We find that service adoption is strongly connected to factors of customer change resistance: routine seeking, cognitive rigidity, emotional reaction, and short-term focus. Our study contributes to the body of knowledge by adapting a construct of change resistance from an individual to an organizational level and by offering guidance to practitioners on how to overcome customer change resistance.

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Author information

Authors and Affiliations

  1. Institute of Information Systems and Marketing (IISM) and Karlsruhe Service Research Institute (KSRI), Karlsruhe Institute of Technology (KIT), Karlsruhe, Germany

    Tobias Enders, Dominik Martin, Garish Gagan Sehgal & Ronny Schüritz

Authors
  1. Tobias Enders
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  2. Dominik Martin
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  3. Garish Gagan Sehgal
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  4. Ronny Schüritz
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Corresponding author

Correspondence to Tobias Enders .

Editor information

Editors and Affiliations

  1. University of Porto, Porto, Portugal

    Henriqueta Nóvoa

  2. University Politehnica of Bucharest, Bucharest, Romania

    Monica Drăgoicea

  3. Karlsruhe Institute of Technology (KIT), Karlsruhe, Germany

    Niklas Kühl

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Enders, T., Martin, D., Sehgal, G.G., Schüritz, R. (2020). Igniting the Spark: Overcoming Organizational Change Resistance to Advance Innovation Adoption – The Case of Data-Driven Services. In: Nóvoa, H., Drăgoicea, M., Kühl, N. (eds) Exploring Service Science. IESS 2020. Lecture Notes in Business Information Processing, vol 377. Springer, Cham. https://doi.org/10.1007/978-3-030-38724-2_16

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  • DOI: https://doi.org/10.1007/978-3-030-38724-2_16

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-38723-5

  • Online ISBN: 978-3-030-38724-2

  • eBook Packages: Computer ScienceComputer Science (R0)

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