Abstract
Vincent Van Gogh is viewed today as a great artist and an indisputable genius; however, his paintings were utterly rejected by his contemporaries and sold as scrap at a flea market. The growth of popularity of Van Gogh's paintings over time begs for an explanation in terms of the management of innovation. Scholars of the diffusion of technology generally explain the acceptance of a novel idea or innovation in terms of psychological, cultural, and social factors. This paper goes beyond these factors and explains the failure of accepting a novel idea in terms of intersubjective understanding. In particular, this study uses a phenomenological approach to explain why Van Gogh's paintings were rejected by his contemporaries but have gained recognition over time. This paper concludes that the phenomenological approach is a useful alternative to understanding innovation in artwork in particular, and innovation management in general.
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