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Innovation Behavior of Older Consumers

An Empirical Analysis of Older and Younger Consumers’ Determinants of Consumer Electronic Products Ownership

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Armin Tank

This book picks up two mega trends: On the one hand population figures demonstrate the structural transition of the majority of western industrial nations. This demographic change has manifold consequences, especially on companies and their clients. On the other hand most of the markets are characterized by increasingly shorter product life cycles and global competition. The commercialization of innovations represents one possibility to remain competitive in this environment. The author connects important aspects of these two subject matters and identifies existing differences in the consumer behavior of older and younger individuals regarding innovative consumer electronic devices – a product category that is characterized by an exceptionally high pace of innovation.

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The series “market oriented business management” (“Marktorientierte Unternehmensführung”) consists of publications that focus on corporate busi- ness management and organizational management from a market perspective. The topics of the publications reach from the strategic and tactical planning of the marketing instruments to marketing issues of specific sectors or research questions dealing with the informational and organizational side of marketing. The covered topics relate to theoretical questions as well as empirical analyses. The present book picks up two mega trends. On the one hand actual and pre- dicted population figures demonstrate the current structural transition of the German society. This demographic change has manifold consequences – also on companies and their clients. On the other hand most of the markets are charac- terized by increasingly shorter product life cycles, a continuing stagnant demand and global competition. In this situation the commercialization of innovative products and services represents one possibility to remain competitive in this environment. Despite the fact that both of these trends are highly relevant in aca- demic research as well as in practice, deficits exist in terms of a joint interdisci- plinary, holistic consideration. As the first study of its kind in Germany, the dissertation by Armin Tank con- nects important aspects of these two subject matters and substantially contrib- utes to explaining differences in the consumer behavior of older and younger individuals regarding innovative consumer electronic products. These type of products are part of a product category that is characterized by an exceptional dynamic and therefore an exceptionally...

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