Abstract
Convergence, change management, and consumer behavior are closely related and affect each other. Especially, the TIME sectors comprising telecommunication, information, media, and entertainment are influenced by convergence and changes in consumer behavior. In this chapter, we briefly introduce the concepts of convergence and consumer behavior, then provide a detailed discussion about changes in consumer behavior and current trends. We show how consumers’ desires have changed and how this makes change management an essential organizational capability as marketers and organizations need to be able to adapt to different customer needs.
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Terlutter, R., Ninaus, K. (2022). Convergence, Consumer Behavior, and Change Management. In: Karmasin, M., Diehl, S., Koinig, I. (eds) Media and Change Management. Springer, Cham. https://doi.org/10.1007/978-3-030-86680-8_13
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