Convergence, Consumer Behavior, and Change Management

Ralf Terlutter () and Katharina Ninaus ()
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Ralf Terlutter: Alpen-Adria Universität Klagenfurt
Katharina Ninaus: Alpen-Adria Universität Klagenfurt

Chapter Chapter 13 in Media and Change Management, 2022, pp 231-248 from Springer

Abstract: Abstract Convergence, change management, and consumer behavior are closely related and affect each other. Especially, the TIME sectors comprising telecommunication, information, media, and entertainment are influenced by convergence and changes in consumer behavior. In this chapter, we briefly introduce the concepts of convergence and consumer behavior, then provide a detailed discussion about changes in consumer behavior and current trends. We show how consumers’ desires have changed and how this makes change management an essential organizational capability as marketers and organizations need to be able to adapt to different customer needs.

Keywords: Convergence; Consumer behavior; Technology acceptance; Converged devices; IoT (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-86680-8_13

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DOI: 10.1007/978-3-030-86680-8_13

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