Doctoral Researcher (Marketing)
PhD start date: January 2009
Title of Research: Cross national research on consumer innovativeness and innovation resistance across Middle Eastern countries.
Supervisor: Dr. Eric Shiu and Prof. Robert Cressy
Short description of research:
Many new and highly innovative products have been introduced, but only a small fraction of them were commercially successful. One of the reasons of product failure can be a resistance from consumers towards innovative products. The research proposes a model of the interrelationships among four constructs relevant to innovation resistance which are cultural variables, personal characteristics, consumer innovativeness, and attributes of innovation and the validity of the model will be examined. The study is aimed to be within the scope of Middle Eastern countries as there has been no research about innovation resistance and consumer innovativeness in this area.
Nasir joined Birmingham Business School as a PhD student in January 2009. His research is about the study of consumer innovativeness and innovation resistance across Middle Eastern countries. Most of the innovative products introduced into markets are not successful. This has many reasons but one of the reasons of product failure can be a resistance from consumers towards the introduced products. Consumer characteristics, cultural, social, religion and demographic factors are influential on the degree of innovation resistance and consumer innovativeness. As no research has been done about this subject in the Middle Eastern context, the results of the research can be an helpful for companies introducing their products in Middle East and companies can determine a suitable marketing strategy to overcome this resistance.
2006-2007: MSc. Marketing , Birmingham Business School, UK
2002-2006: BSc. Business Management, Shahid Beheshti University, Tehran/Iran
High Tech products
New product development
Conference papers / publications:
Salari.N, Shiu.E (2010) “Developing a measurement scale for consumer innovativeness in the rarely purchased product situation”, European Marketing Academy (EMAC), Copenhagen, Denmark
Salari.N, Shiu.E, Cressy.R (2009) “A preliminary review of the study on consumer innovativeness and innovation resistance across Middle Eastern countries” , Academy Marketing Conference, Leeds Metropolitan University