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Die Erschliessung Neuer Konsumenten-Welten

Die Erschliessung Neuer Konsumenten-Welten


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About the Book

Bei der Einfuhrung technologischer Innovationen ist es oft unmoglich vorherzusehen, welche Gebrauchsweisen und Bedeutungszuschreibungen sich spater einmal im Umgang mit diesen Innovationen einspielen. Im Besonderen trifft dies auf Medientechnologien zu, welche von den Konsumenten mitunter fur ganz andere Inhalte und Zwecke gebraucht werden, als ursprunglich von den Unternehmen antizipiert. Daher gilt es die Prozesse aufzudecken, die bei der Einfuhrung neuer Artefakte in die Welt des Konsumenten wirksam werden -- um dadurch wiederum strategisches Denken und Handeln auf Organisationsseite zu befeuern. Die Erschliessung neuer Konsumenten-Welten weicht hierzu bewusst von gangigen Paradigmen ab. Statt auf psychologisch motivierte Kategorien greift das Buch auf die Philosophie Martin Heideggers zuruck -- auf das reziproke Verhaltnis zwischen Zwecken, Artefakten und Identitaten und auf die Frage nach deren Dynamik. Das Ergebnis besteht in einem neuartigen Bezugsrahmen, der die Kultivierungsprozesse aufseiten der Konsumenten schlussiger und realitatsnaher darstellen kann, als bisherige Ansatze der Marktforschung dies zu tun vermogen. Organisationen wird damit eine neuartige Perspektive auf die Kultivierung und Orientierung ihrer Kunden eroffnet. Zwei Fallstudien zur Rezeption von Film und Literatur uber mobile Endgerate runden die Analyse ab und zeigen exemplarisch die Potentiale auf, die sich durch die Erschliessung neuer Konsumenten-Welten fur strategisches Denken und Handeln ergeben.


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Product Details
  • ISBN-13: 9783832543303
  • Publisher: Logos Verlag Berlin
  • Binding: Paperback
  • No of Pages: 189
  • Series Title: Kulturelle Innovation Und Strategische Kultivierung
  • Weight: 381 gr
  • ISBN-10: 3832543309
  • Publisher Date: 15 Dec 2016
  • Language: German
  • Returnable: N
  • Sub Title: Zur Strategischen Analyse Des Gebrauchs Neuer Artefakte

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