Innovating for Trust
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Innovating for Trust

Edited by Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad

This book adopts a multidisciplinary approach to innovation, and argues that because innovation is always risky business, trust is an essential premise and outcome of successfully designing, developing and finally launching innovations. Each part of the book encompasses a different aspect of innovating for trust. It begins with the notion of trust, before covering the importance of trust in future thinking, business model innovation, service design, co-creation, the innovative organization and self-service technologies. It concludes with the importance of trust in commercializing innovations.
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Chapter 22: Overcoming resistance to adopt innovations: softening innovation resistance through trusting beliefs

Herbjørn Nysveen and Per Kristensson

Abstract

Innovation resistance is a major barrier for innovation diffusion. The chapter discusses how trusting beliefs can soften innovation resistance. Based on existing research the authors present some general sources of innovation resistance related to passive barriers (individual factors and situational factors) and active barriers (innovation-specific factors). They then discuss how trusting beliefs – ability, benevolence and integrity – in various ways can soften these barriers and increase the chance of innovation diffusion.

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