funds in Germany. Though quite aged, the data used is the youngest appropriate dataset available. Neither of the simulation …

southern Germany. Findings – Cluster analysis of the data resulted in ten different consumption style segments. Additionally … development and innovation activities. Originality/value – A new approach for consumer segmentation is developed within the paper … and tested in a field study in Germany. A new acceptance simulator tool uses conjoint data innovatively to gather deeper …

Purpose – Market strategies and technology strategies are two sides of the same coin that drive innovation efforts …. This paper argues that combining them as a balanced force is crucial for innovation performance. Design …/methodology/approach – Using an inductive case study with in-depth interviews, the authors analyze a highly successful innovation process in a high …

Germany. Specifically, the paper consider this adoption as perceived by luxury German wine producers in three wine regions … regions in Germany. In addition, this study employed the case study approach. Future research could use large sample … several implications for small to medium‐sized wine producers in Germany.  …