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The Human Factors

In: Architecting Enterprise

Author

Listed:
  • Rajagopal

    (EGADE Business School)

Abstract

The globalization of the marketplace and how this process is shaping the cultural characteristics of consumers around the world is arguably the most critical issue in determining the success of technology-led business. Powerful forces such as innovation, technology growth, communications, marketing and advertising, and psychographics are interacting to dissolve the boundaries between markets and cultures and accelerating the emergence of a homogeneous global consumer culture. This chapter addresses the concerns on the effectiveness of perspectives of innovation and technology in reference to cultural ships, preparing customers for innovation and technology changes, changing psychographic paradigms, and demographic congregations that drive market behavior.

Suggested Citation

  • Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-36678-8_9
    DOI: 10.1057/9781137366788_9
    as

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