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BTU
Nowadays, the lead user method is a state of the art method used to generate breakthrough innovations for the new product development. Since the lead user method was successfully applied in generating simple products for business-to-business environments, the contribution of lead users in a complex product environment is highly controversial. This research adopts this to generate future complex IT-security solutions for business-to-business environments in the energy sector. The combined approach of lead user intelligence and voice of the customer techniques is expected to lower the risk of an unreliable product development and to fasten the lead user method. The empirical findings show an appropriate lead user method fitting small- and medium-sized enterprises (SMEs) restricted resources and requirements of effective research and development processes in a high-technology environment. It further enables SMEs to specify and parameterise future products according to reliable and user verified data within development processes.
Nowadays, the application of conjoint analysis for measuring customers’ preferences for goods and services is wide-spread in marketing. A sample of customers is confronted with fictive offers and asked for evaluations. From these responses part worths for attribute levels of the offers are estimated and used to develop an optimal design and pricing for an offer. However, especially in tourism, it can be observed that attribute importance not only differs between customers but also varies over a single customer’s usage situations and her/his mood. In this paper, we propose a measurement approach that respects this variation. Part worths are stochastically modeled and estimated using Bayesian procedures. The approach is applied to design and price a water park.
Analyzing Online Reviews to Measure Technology Acceptance at the Point of Scale: The Case of IKEA
(2015)
Increasingly, retailers rely on interactive technologies to improve consumers' shopping experiences. On the one side, interactive kiosks and smart mirrors make use of dedicated devices and software to explain, configure, and recommend products. On the other side, computer programs – so-called apps – are installed on the consumer's own device for the same purpose. They can be used at home, or – if installed on a mobile device – in retail outlets or on the move. In all cases, augmented reality (AR) can support these purposes by placing virtual content (e.g. newfurniture) in a real environment (the consumer's home). The overall perception and acceptance toward such interactive technologies are discussed in this paper. Users' perceptions and experiences are measured by applying a modified technology acceptance model (TAM). Four experiments, two with marker-based and two
with markerless AR apps are presented to support the generalization of the results, the measurement models
and the measurement approach. The results are satisfactory with regard to the robustness of the TAM model. However, the relative importance of hedonic (enjoyment, pleasure, fun) and utilitarian (information) aspects varies for different kinds of AR apps and has to be considered for improvement to occur. From a measurement point of view the acquiescence bias has to be dealt with when developing scale items.
Locational factors, like the quantity and quality of skilled labour, demanding customers, competitors, supporting industries, and research institutions, are assumed to have an influence on the competitiveness of a region and the performance of the regional actors. However, few studies focus on this topic from an innovation network perspective in the energy sector. Our study tries to close this gap: a sample of 128 German innovation networks of companies and research institutes in the energy sector is used to analyse the effects of locational factors on the performance (effectiveness) of innovation projects. Based on the distinctions in Porter’s Diamond Model, we find that two locational factors—the quality and quantity of the demand conditions and skilled labour—have positive effects. In contrast to the widespread assumption in the literature we could not find evidence for positive impacts on the quality and quantity of the competitive environment. In fact, the effect on performance was negative.
The analysis of the importance of supply side and demand side factors with regard to innovative behavior is quite old. In this paper, these two categories are used to distinguish
and examine the relevance of several success factors for collaborative innovation projects on the firm level in the German energy sector. The literature emphasizes that solving
environmental problems requires extensive technological change. On the other hand, due to higher prices the market push is weaker. Regulatory factors are therefore designed to
stimulate environmental innovations. The relative influence of these three categories on project performance is investigated on the basis of a sample of 128 German collaborative energy innovation projects in the development phase using a scale-based approach and structural equation modeling at the firm level. The results confirm the importance of supply side factors followed by demand side factors. In contrast to literary assumptions, R&D
subsidies played no significant role.