The literature shows that resistance and adoption factors differ and by solely focussing on the one and ignoring the other, diffusion of an innovation will be limited. Resistance factors have largely been ignored while companies continue to focus on increasing innovation attributes which can be detrimental to the success of an innovation. The research sets out to explore and identify the factors that influence resistance towards a disruptive innovation and how these factors can be mitigated to increase adoption. A qualitative study in the form of in-depth interviews were conducted with 14 individuals who have resisted the adoption of a disruptive innovation, namely Airbnb. The study found that resistance and adoption factors differ with resistance influenced predominantly by cognitive and situational factors. Adoption was closely related to innovation characteristics which will supersede an incumbent innovation. The risk associated with the adoption of a new innovation and especially a disruptive innovation is related to lack of knowledge and the impact word-of-mouth has on resistance and adoption was a recurring theme. Word-of-mouth can mitigate resistance factors through the transfer of knowledge and information. The study concludes by providing theoretical and practical contributes and recommendations for future research.
Mini Dissertation (MBA)--University of Pretoria, 2018.