Think about the role of perceived risk in the failure of two business ideas presented in this section: microwave ovens, which were not widely adopted at first, and growing sugar beets in Maine. Also think about similar cases from your own experience and research them if necessary. Then discuss one or more of the following questions on the discussion board.
What might the marketers involved in those cases have done differently to achieve a better result?
Can you think of other examples of cases in which customers’ risk aversion may have caused a product to fail?
How does the perception of risk affect your own customers’ decision to buy? What might you do to address this problem?
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