Innovative susceptibility and resistance to innovations: sociological view

The article considers the main ideas of the sociological approach to innovation implementation in contemporary Russian organizations. From the standpoint of the sociology the problem is rooted mainly not in the technical, technological or economic parts, but in the part where the human factor has the primary value. Implementation of innovations in organizations is accompanied by such processes as their appreciation and resistance. The authors point out that from the sociological perspective it is important to take into account the need for focused and effective management of innovation implementation, as well as have respect to the gender factor.