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Managing expectations in the IT industry: The case of new products

  • The aim of this thesis is to identify and investigate the meaning of customers’ expectations in the IT-industry explained by the example of introducing a new product and to develop a strategy how expectations can be managed in the IT-industry. The first part of the thesis deals with the reasons and the general framework for the research and defines objectives and scope of the thesis. In the second part, results of the literature and theories about expectations are presented. These show what previous research has found out and give an overview about different types of expectations and corresponding effects. The flowing part constitutes the case study as research instrument and how it can be used to generate results. With the help of a case study of a specific example of the IT-industry the meaning of expectations regarding new products will be highlighted. Additionally, it gives_a basis to develop a strategy to manage expectations in the IT-industry. Afterwards the results of the literature review and the case study are combined into a usable strategy to manage expectations of new products in the IT-industry. The thesis illustrates the necessary steps of the strategy and gives an assessment of the results. In conclusion, the thesis argues that expectation management is an essential step of influencing innovation to optimize business and gives instruction to identify, manage and influence customer’s expectations. Besides, this thesis addresses industries which are faced with the challenge of expectation management and offers an initial research about expectation management in the IT-industry. Furthermore, this thesis intends to provide a basic research to show the importance of expectation management and inspire following research.

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Author:Michael Huber
Advisor:Daniel Cerquera
Document Type:Master's Thesis
Year of Completion:2015
Year of first Publication:2015
Release Date:2015/11/26
Tag:Expectations; Managing Expectations
Degree Program:IMM - International Management
Functional area:Marketing