Maximilian BaderModular Upgradeability of Technological Innovations

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.