الخلاصة:
This research paper aims to try to explore the concepts related to industrial consumer behavior, innovation and resistance to innovation and also identify the dimensions of the factors of resistance to marketing innovation in light of the industrial organizations resort to move towards innovative activity to bring change and create a competitive advantage as well as the interaction of the marketing environment with organizations where marketing success depends on Developing a marketing mix that is commensurate with the trends and developments that occur in the marketing environment, which includes a group of non-controlling forces that make the organization obliged to adapt its marketing mix. They may choose to accept environmental forces as uncontrolled factors that influence and shape the behavior of their organizations or are willing to influence them. What we have learned from this research is that no institution can sign no matter how practicing its innovative activity without studying the marketing environment, which is usually complex and changing, and therefore, it is not the task of marketing managers in such institutions to develop their strategies only, but they are forced to Adapt their marketing strategies and intensify innovative processes according to these environmental changes
