Marketing and innovation in disruptive times

This book highlights central aspects and challenges for marketing and innovation in disruptive times. Digitization and advances in technology are leading to structural changes among market participants. More and more technological innovations are finding their way into the everyday life of customers in consumer and business markets, changing their behavior and creating new rules of the market game. Information technologies, in particular, enable deep insights into the living environment of customers through the collection of customer data and big data analyses, which help providers to optimally adapt their services to specific customer needs. These innovative provider technologies have disruptive power because they have the potential to have a lasting impact on customers’ purchasing and usage behavior. Due to the novelty, however, consumers also feel a great deal of uncertainty in this context, which inhibits the adaptation and diffusion of the new technologies and can thus lead to gaps in demand and use. Against the background of the outlined structural changes on the customer and supplier side, which are given an additional boost by the current developments on the world markets, solution approaches for the challenges mentioned are shown and discussed in this work.

With contributions from Prof. dr Jost Adler Prof. dr dr hc Klaus Backhaus Dr. Max Backhaus Dr. Michael Bathen Prof. dr Peter Billen Prof. dr dr hc mult. Manfred Bruhn Dr. Katharina Ferreira-BathenClaudia FrankeNils FränzelLorenz GabrielProf. dr Ingmar Geiger Prof. dr Andrea Gröppel-Klein Prof. dr Karsten Hadwich Nick Hof Dr. Jens Hofmann Prof. dr Michael Jackel Prof. dr Frank Jacob Prof. dr Michael Kleinaltenkamp Dr. Pascal KowalczukChristian KramsJulian MorgenDr. Lukas Mohr Dr. Alexandra Moritz Prof. dr Katrin Muehlfeld Dr. Daniel MühlhausJennifer MusialMi NguyenProf. dr Alexander Pohl Dr. Sonja Pointner Prof. dr Tilmann Raff Armin Roick Joana Roth Dr. Kaveh RouhiMaxim SaleschusProf. dr Axel G. Schmidt Prof. dr Tim Schönborn, Nadine Seitz, Prof. dr Prof. hc Bernhard Swoboda Prof. dr Markus Voeth Nina Weinmann Prof. dr Oliver Wiesener Dr. Tobias Wolf