Browsing Marketing management by Subject "VDP::Samfunnsvitenskap: 200::Økonomi: 210"
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Promoting upskilling: How a situational growth mindset increases consumers’ adoption of really new products
(Doctoral dissertations at the University of South-Eastern Norway;36, Doctoral thesis, 2019)Despite their evident capacity for improving people’s lives, 40 to 90 percent of innovations fail. A significant amount of research suggests that one important reason for failure is consumers’ lack of understanding of the ... -
Three Essays on Market Shaping Dynamics in Digital Local Food Markets
(Doctoral dissertations at the University of South-Eastern Norway;113, Doctoral thesis, 2021)The overall purpose of this research was to investigate how and why markets emerge, change and vary. In traditional consumer and marketing literature, adoption models, such as the theory of planned behavior and the ... -
Value Creation in Digital Marketplace Platforms: Behind Bezos’ Napkin and Beyond
(Doctoral dissertations at the University of South-Eastern Norway;194, Doctoral thesis, 2024)The overall research topic of this dissertation is to understand value creation in digital marketplace platforms from a business model perspective. The dissertation starts out by focusing on digital marketplace platforms ...