Exploring technological paradoxes : understanding the unexpected behavior of aficionados.
The paper is organized as follows: Firstly, we provided a brief introduction to set the context for our discussion. Following that, we defined our managerial problem and explained its relevance in the current consumer consumption context. We then moved on to conduct a thorough review on exis...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/51393 |
| _version_ | 1826117557437857792 |
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| author | Looi, Hui Yi. Chua, Wendy Shi Hui. Toh, Junling. |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Looi, Hui Yi. Chua, Wendy Shi Hui. Toh, Junling. |
| author_sort | Looi, Hui Yi. |
| collection | NTU |
| description | The paper is organized as follows: Firstly, we provided a brief introduction to set the context for our discussion.
Following that, we defined our managerial problem and explained its relevance in the current consumer consumption context. We then moved on to conduct a thorough review on existing literature and attempted to offer various perspectives of our managerial problem. Next, we addressed the limitations of current research and proceeded to discuss other consumer research theories that are more applicable to our research topic. We then introduced Costly Signaling Theory (CST) and highlighted its importance throughout our research.
To investigate deeper into our managerial problem, we conducted a Netnographic research which aims to discuss the potential applications of CST. After identifying distinctive trends that can potentially explain our managerial problem, we delved into analyzing the different trends and the consumer behavior behind them.
Lastly, we concluded by addressing our research limitations and discussing the managerial implications that may be of use to firms in their New Product Development (NPD). |
| first_indexed | 2024-10-01T04:29:35Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/51393 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:29:35Z |
| publishDate | 2013 |
| record_format | dspace |
| spelling | ntu-10356/513932023-05-19T07:23:08Z Exploring technological paradoxes : understanding the unexpected behavior of aficionados. Looi, Hui Yi. Chua, Wendy Shi Hui. Toh, Junling. Nanyang Business School Robert Kreuzbauer DRNTU::Business::Marketing::Social The paper is organized as follows: Firstly, we provided a brief introduction to set the context for our discussion. Following that, we defined our managerial problem and explained its relevance in the current consumer consumption context. We then moved on to conduct a thorough review on existing literature and attempted to offer various perspectives of our managerial problem. Next, we addressed the limitations of current research and proceeded to discuss other consumer research theories that are more applicable to our research topic. We then introduced Costly Signaling Theory (CST) and highlighted its importance throughout our research. To investigate deeper into our managerial problem, we conducted a Netnographic research which aims to discuss the potential applications of CST. After identifying distinctive trends that can potentially explain our managerial problem, we delved into analyzing the different trends and the consumer behavior behind them. Lastly, we concluded by addressing our research limitations and discussing the managerial implications that may be of use to firms in their New Product Development (NPD). BUSINESS 2013-04-02T06:23:44Z 2013-04-02T06:23:44Z 2013 2013 Final Year Project (FYP) http://hdl.handle.net/10356/51393 en Nanyang Technological University 169 p. application/pdf |
| spellingShingle | DRNTU::Business::Marketing::Social Looi, Hui Yi. Chua, Wendy Shi Hui. Toh, Junling. Exploring technological paradoxes : understanding the unexpected behavior of aficionados. |
| title | Exploring technological paradoxes : understanding the unexpected behavior of aficionados. |
| title_full | Exploring technological paradoxes : understanding the unexpected behavior of aficionados. |
| title_fullStr | Exploring technological paradoxes : understanding the unexpected behavior of aficionados. |
| title_full_unstemmed | Exploring technological paradoxes : understanding the unexpected behavior of aficionados. |
| title_short | Exploring technological paradoxes : understanding the unexpected behavior of aficionados. |
| title_sort | exploring technological paradoxes understanding the unexpected behavior of aficionados |
| topic | DRNTU::Business::Marketing::Social |
| url | http://hdl.handle.net/10356/51393 |
| work_keys_str_mv | AT looihuiyi exploringtechnologicalparadoxesunderstandingtheunexpectedbehaviorofaficionados AT chuawendyshihui exploringtechnologicalparadoxesunderstandingtheunexpectedbehaviorofaficionados AT tohjunling exploringtechnologicalparadoxesunderstandingtheunexpectedbehaviorofaficionados |