Maximilian BaderModular Upgradeability of Technological Innovations
Empirical Insights into the Role of Consumer Expectations in the Adoption Decision Process
MERKUR – Schriften zum Innovativen Marketing-Management, volume 102
Hamburg 2018, 336 pages
ISBN 978-3-339-10152-5 (print) |ISBN 978-3-339-10153-2 (eBook)
About this book deutschenglish
At present, rapid sequential innovations profoundly shape the market environment of nearly all durable goods manufacturers. Frequent product launches lead to drastically shortening product life cycles and pose challenges for the environment, for companies, and for consumers. To address these problems, some companies count on an innovative product design, namely modular upgradeability.
In this context, Maximilian Bader investigates the role of consumer expectations in the adoption decision process of modularly upgradeable products. The examination of the process from an empirical-behavioristic perspective reveals innovative insights for marketing practice and theory.
Keywords
Adoption ResearchModularityModular UpgradeabilityNew Institutional EconomicsPlatformsSequential InnovationsSignaling TheorieSystem MarketsTechnological InnovationsTransaction Cost TheoryIhr Werk im Verlag Dr. Kovač
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