The Human Factors

Prof Rajagopal

Chapter 9 in Architecting Enterprise, 2014, pp 225-249 from Palgrave Macmillan

Abstract: Abstract The globalization of the marketplace and how this process is shaping the cultural characteristics of consumers around the world is arguably the most critical issue in determining the success of technology-led business. Powerful forces such as innovation, technology growth, communications, marketing and advertising, and psychographics are interacting to dissolve the boundaries between markets and cultures and accelerating the emergence of a homogeneous global consumer culture. This chapter addresses the concerns on the effectiveness of perspectives of innovation and technology in reference to cultural ships, preparing customers for innovation and technology changes, changing psychographic paradigms, and demographic congregations that drive market behavior.

Keywords: Consumer Behavior; Change Management; Private Label; Cultural Industry; Market Player (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1057/9781137366788_9

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