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Wie Konsumenten Innovationen wahrnehmen Neuartigkeit und Sinnhaftigkeit als zentrale Determinanten

  • Torsten Tomczak
  • Dennis Vogt
  • Josef Frischeisen
Chapter
Part of the Business Innovation Universität St. Gallen book series (BIUSTG)

Zusammenfassung

Der vorliegende Beitrag befasst sich mit der Art und Weise, wie Konsumenten Innovationen erfassen und beurteilen. Diskutiert werden nicht nur Einflussfaktoren, Probleme und Herausforderungen, die sich im Rahmen der Innovationswahrnehmung ergeben, sondern es werden auch Handlungsempfehlungen vorgestellt, mit deren Hilfe Unternehmen die Erfolgsaussichten ihres Innovationsprozesses verbessern können. Im Rahmen des St. Galler Business-Innovation-Modells ist der Beitrag somit im Bereich des Innovationsprozesses angesiedelt.

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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  • Torsten Tomczak
    • 1
  • Dennis Vogt
    • 1
  • Josef Frischeisen
    • 1
  1. 1.Forschungstelle für Customer InsightUniversität St.GallenSt.GallenSchweiz

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