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Autonomous Consumer Business by Julian Morgen

Autonomous Consumer Business

by Julian Morgen
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Book cover type: Paperback
  • ISBN13: 9783658450786
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 215
  • Original Price: EUR 70.084
  • Language: German
  • Edition: 2024
  • Item Weight: 291 grams
  • BISAC Subject(s): Marketing / General

Eine immer mehr digital vernetzte Welt führt zu einer sehr gro en Menge von unterschiedlichen Daten, die in Echtzeit generiert werden ("Big Data"). Ein gro er Teil dieser Datenproduzenten sind Nutzer von Social Media oder auch smarten Geräten, wie bspw. Fitnesstrackern oder mit dem Internet verbundenen Waschmaschinen ("IoT"). Unternehmen, die sich diese Daten aus der direkten Lebenswelt der Konsumenten zu Nutze machen, können sehr präzise Einblicke bspw. über Einstellungen, Verhalten oder auch die Bedürfnisse potenzieller Kunden erhalten, wodurch der Weg zu einer "automatisierten Vermarktung" geebnet wird.

Zielsetzung dieses Buches ist die Entwicklung eines Konzeptes für ein Autonomous Consumer Business (ACB), das als maximal eigenständig agierendes und durch Künstliche Intelligenz getragenes Geschäftsmodell verstanden wird, bei dem Unternehmen die Bedürfnisse auf der Konsumentenseite automatisch erkennen und durch entsprechende Leistungsangebote befriedigen können. Weiterhin werden zentrale Bestimmungsgrö en, welche die konsumentenseitige Inanspruchnahme eines ACB im besonderen Ma e beeinflussen, sowie potenzielle Kundengruppen empirisch identifiziert, wodurch Hinweise zur konkreten Ausgestaltung eines ACB gewonnen werden können.

Julian Morgen war Wissenschaftlicher Mitarbeiter und Doktorand an der Professur für Marketing, Innovation und Electronic-Business der Universität Trier.

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