Strategic design success factors of the communications of consumer goods manufacturers with digital natives

Resumen

The research ¿Strategic Design success factors of the communication of consumer goods manufactures with Digital Natives¿ aims at determining the factors for a prospectively successful communication of consumer goods manufacturers with Digital Natives. In particular, this research is supposed to bridge a gap in the whole of the manufacturer-related studies for successful communication of consumer goods manufacturers with Digital Natives. The study applies to the German-speaking world and is subdivided into four parts. The introduction in part one is mainly concerned with the detailed analysis of the target group Digital Natives. Part two produces the results in a system of Effect Relationships between consumer goods manufacturers on the corporate side and the characteristics of Digital Natives on the consumer side including 5 categories. 25 research hypotheses are developed in part two; furthermore, the method of data collection is chosen. The causal analysis with a covariance-analytic approach is considered an appropriate means. Resulting from the secondary literature analysis, a model of Effect Relationships for the verification of the measuring control parameter is developed on the basis of the system of Effect Relationships. This model of Effect Relationships is evaluated in the empirical part three of this research. Part three contains the empirical study. The empiricism is comprised of two parts: an online-survey of Digital Natives as quantitative research and in-depth interviews with experts as qualitative research. The aim of the online-survey is to verify the model of Effect Relationships, which is developed on a logically theoretical basis, by means of a causal analysis with a covariance-analytic approach. The in-depth interviews with experts serve the stabilisation of single empirical findings in the next step. As a result of the empiricism, 19 of the 25 originally deduced research hypotheses are verified and 6 falsified. Part four deduces the factors for a prospectively successful communication of consumer goods manufacturers with Digital Natives. The success factors with regard to communication are: authenticity, response time, online-availability, personal dialogue communication, participation, short official channels, world of experience, emotional security, appropriate design, creation of innovation and value. The success factors with regard to the product are: fulfillment of task, implementation quality and intuitive use. Part four summarises as results a typology of Digital Natives, consequences of the success factors for prospective strategic design and implications for the practical use and recommendations for action for consumer good manufacturers.