Consumers' Attitudes towards User Innovation
With a Focus on the Cosmetics Industry in Austria
Ever since global markets developed from sellers to buyers markets companies have tried to integrate customers' knowledge into their innovations. User Innovation represents a new approach in which customers are actively integrated into the product innovation process. This quantitative study shows customers' attitudes towards User Innovation on three different levels - cognitive (What do customers know about User Innovation?), affective (What are customers' emotions and feelings towards User Innovation?) and behavioural (How likely are customers to participate within a User Innovation activity in the future?). Additionally, data from customers…
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Produktdetails
- ISBN: 978-3-639-45791-9
- EAN: 9783639457919
- Produktnummer: 37745807
- Verlag: AV Akademikerverlag
- Sprache: Englisch
- Erscheinungsjahr: 2012
- Seitenangabe: 104 S.
- Masse: H22.0 cm x B15.0 cm x D0.6 cm 173 g
- Abbildungen: Paperback
- Gewicht: 173
Über den Autor
Michael Gruber was born in Vienna, Austria in 1988. In 2008 he graduated (Bachelor of Arts) from the University of Applied Science Vienna in Marketing & Salesmanagement with a pathway in Electronic & Mobile Marketing. In 2011 he moved to London and graduated as Master of Arts in Management at European Business School London. //mg
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