No abstract

Purpose The purpose of this paper is to contribute to the discussion of transferring modern technology from industries such as logistics to the life of elderly in a way that they can understand, accept and make use of it. Design/methodology/approach This is a conceptual discussion based on findings from a series of projects in healthcare, IT development and consultancy. The key methodologies considered include technology assessment, scenario development, listening to people with dementia and their caregivers and non-participant observation, as well as reviews of good practice, policy and literature. Findings The transfer considerations showed unreasonable price differences of similar hardware used for localization between the logistics and the elderly market. Bluetooth low energy (BLE) was identified as a promising localization technique. A gap in the marketing of technology for the elderly was identified, virtually fencing the elderly market. Practical implications A lack of transparency fosters market skimming, resulting in deadweight loss for society and technology being restrained from less-solvent consumers. Corrective actions like entrepreneurship facilitation and consumer education should be considered to overcome this market failure. To persevere in a consequently more competitive market, changes in marketing should be considered. Originality/value The work assesses the presence of the innovativeness–needs paradox of Everett Rogers in the field of innovation for the elderly on the basis of an example and identifies the resulting market failure. It suggests a market-entry mode and briefly lays out the marketing modes for market penetration.

No abstract

Research has documented the importance of consumers as a source of innovation. Consumers primarily innovate out of non-monetary motivations, such as use interest, learning and social rewards. Nonetheless, increasing numbers of consumer innovators are commercializing their work. Rooted in their different motivation to innovate, consumer innovators' pricing decisions may differ systematically from those of commercial firms. The consideration of this background may also affect price evaluations of customers. Investigating these aspects is relevant for (a) consumer innovators, to shape and validate marketing strategies, (b) business administration, to respond to consumer innovators as competitors, and (c) economists, to understand the market impacts of the commercialization of consumer innovations. By fusing extant pricing knowledge with consumer innovation theory, this dissertation investigates (1) how consumer innovators set prices and (2) how customers react to consumer innovation prices. The research questions are answered by two empirical, sequential mixed methods studies.The first study compares firm and consumer innovation prices. A quantitative matchedpair analysis of 4,242 computer games reveals that, compared to firms, consumer innovators systematically set lower prices and align prices more to the provided customer value and less to the incurred development costs. A subsequent interview study with 29 commercializing consumer innovators provides clear support for the explanation that consumer innovators' different motivations to innovate are the reason for the observed differences in price setting.The second study investigates product adoption as a function of price moderated by the presence of a consumer innovation label. An analysis of 2,340 matched pairs of computer games, either commercialized as consumer innovation or not, shows that the source of innovation moderates the inverse U-shaped relationship between price and demand: buyers develop lower reference prices for consumer-developed products. Further, deviations from the reference price have less severe negative consequences on the demand for consumer innovations. Two randomized between-subject experiments with 229 panel participants corroborate the field study's results and validate the theoretical underpinnings.Both studies' findings are scaffolded by numerous robustness checks and auxiliary analyses, including a time-lag analysis and textual content analyses. The results contribute knowledge on the commercialization of consumer innovations by showing that consumer innovators set prices differently than firms and that customers evaluate their offers differently. Theoretical and practical implications of the findings are discussed and further research avenues identified. Table of Contents 1 INTRODUCTION 1.1 Research topic 1.2 Research objectives 1.3 Course of investigation 2 PRICE FUNCTIONS, PRICE SETTING AND PRICE PERCEPTIONS 2.1 Microeconomic market price dynamics 2.2 Price setting strategies and tactics 2.2.1 Cost-based pricing 2.2.2 Value-base...

Having control over your life requires selected modern and classical concepts of leadership and tranquillity to assist you in analysing and approaching different situations in life and business. Based on Heifetz (1994) a method of building a distant view on events is introduced to enable more rational decision-making. A theory of contextual awareness is developed based on classical philosophies. Responsibilities in a certain context are identified and classified in order to help you understand the effects of your actions. For proper interaction with the own context, a model of integrity based on Erhard, Jensen, and Zaffron (2014) is suggested. Finally, a selection of sources for strength and courage are introduced to lead us a happy and meaningful life constantly. This paper should serve as an expandable framework for the application of inspired and reflected theories on leadership in the reader's life. Therefore, the present study concludes with recapitulating questions to support putting theories into action and applying the presented instruments.