The purpose of this course is to provide students with insight and strategies to facilitate consumer adoption of new technologies, services and innovations. As digitalisation radically changes markets, competition and consumer behavior, understanding the key drivers and barriers of consumer adoption becomes crucial for any organization. Most innovations face resistance from the market, and research suggest that the majority of new market offerings in fact fail.
With the emergence of platform-based services, internet of things (IoT), AI-based decision aid etc, consumers’ adoption processes are increasingly complex and risk-prone. The course introduces students to new technologies and key challenges in launching new technological products and services to the market. Students will be introduced to important psychological drivers and barriers to technology adoption and develop strategies to boost commercial success of new products and services.
The course is a mix between theory and practice, and students will work (in groups) to identify barriers to technology- and service adoption and develop strategies to alleviate these barriers.
Key topics include:
- How technology changes markets and consumer behavior
- Traditional vs. contemporary models of technology adoption
- Psychological barriers to innovations and new technologies
- Consumer co-creation and user-lead innovation
- ‘Nudging’ and behavioral change on digital platforms
- The role of AI, delegation and personalization in consumer decisions
- The role of digital trust in technology adoption
- Tactical strategies for launching tech innovations