Das Kleine Schwarze Book by Holger Rust - Bookswagon
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Das Kleine Schwarze

Das Kleine Schwarze


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About the Book

Klein, schnell, günstig soll es sein, das Wunschauto der jungen Generation. Wichtiges Zubehör: eine leistungsfähige Musikanlage. Die bevorzugte Farbe: schwarz. Sicher: auch die Umweltverträglichkeit spielt eine Rolle - allerdings nur, wenn das Auto dadurch nicht teurer wird. Das sind nur einige Ergebnisse aus 363 Befragungen und 30 Tiefen-Interviews mit Jugendlichen und jungen Erwachsenen über ihre Mobilität und insbesondere über das Auto der Zukunft. Aber schon diese Ergebnisse stellen für das Strategische Zukunftsmanagement eine erhebliche Irritation dar - sie sind überaus konventionell und liefern kaum Impulse. Doch das ist nur auf den ersten Blick irritierend. Denn die jungen Leute drehen die Sache einfach um: Sie erwarten von den Unternehmen innovative technologische Lösungen, die ihnen auch morgen eine problemlose individuelle Mobilität garantieren. Die Autofirmen werden also eine weit aktivere Rolle bei der Platzierung von Innovationen im Bewusstsein der Kunden spielen müssen als bisher. Der Erfolg, auch das zeigt die Studie, wird in hohem Maße davon abhängen, wie sich diese Innovationen in den konventionellen Alltag einfügen.

About the Author: Prof. Dr. Holger Rust lehrt Soziologie an der Universität Hannover und ist wissenschaftlicher Berater von Unternehmen im In- und Ausland. Schwerpunkte seiner Hochschultätigkeit sind Kommunikation und Marketing, Arbeits- und Wirtschaftssoziologie sowie quantitative und qualitative Forschungsmethoden.


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Product Details
  • ISBN-13: 9783531177137
  • Publisher: Vs Verlag Fur Sozialwissenschaften
  • Publisher Imprint: Vs Verlag Fur Sozialwissenschaften
  • Edition: 2011 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 11 mm
  • Weight: 299 gr
  • ISBN-10: 3531177133
  • Publisher Date: 03 May 2011
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 200
  • Series Title: German
  • Sub Title: Jugendliche Autoträume ALS Herausforderung Für Das Zukunftsmanagement
  • Width: 148 mm


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