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Diese Bachelorarbeit hat das Ziel, die Existenz von Geschlechtsunterschieden im Kon-sumentenverhalten aufzuzeigen. Hierfür wurden Ergebnisse aus verschiedenen Wissens-gebieten interdisziplinär zusammengefasst. Gemeinsam mit der Geschlechterforschung werden Aussagen darüber gegeben, ob sich Frauen und Männer von Natur aus unterschei-den oder ob vorgegebene Geschlechterrollen der Grund dafür sind. Durch eine empirische Studie wurden die theoretischen Feststellungen explanativ überprüft und explorative er-weitert. Untersucht wurde dabei das Kaufverhalten einer Stichprobe aus weiblichen und männlichen Probanden. Die Ergebnisse bestätigen zum großen Teil die theoretischen Feststellungen. Gender Marketing im Konsumgüterbereich ist sinnvoll und befriedigt an-geborene sowie anerzogene Unterschiede. Gleichzeitig führt dies zur Manifestierung von Geschlechterrollen. Ebenfalls konnten Erkenntnisse gewonnen werden, welche über die theoretischen Annahmen hinausgehen. Folglich können Handlungsempfehlungen fürs Marketing abgegeben werden und Anstöße für weitere Untersuchungen gegeben werden.
The phenomenon of social innovation is becoming an increasingly important topic with an increasing number of people implementing different types of social innovation projects. So far, little research has been carried out to understand the structure of the projects and the characteristics of the entrepreneurs and initiators behind. This study aims to close this gap by analyzing 80 social innovation projects in the fields of housing, poverty, immigration and environment as well as by examining 117 founders behind these projects. The main results suggest that the projects are clustered around the metropolitan areas of Berlin, Munich and Stuttgart and tend to be founded relatively recently. No clear tendencies and distinctive characteristics in terms of financing and organization could be observed. The social entrepreneurs tend to be of a younger age and most notably, an overwhelming majority are academics holding at least a bachelor’s degree and even more frequently a master’s degree. Generally, some field-specific differences could as well be observed, such as more engineers being active in the field of environment and more individuals with a social sciences background being active in the poverty sector. However, the findings of this study should not be generalized to the entire social innovation scene in Germany and to all its social entrepreneurs.
The notion of frugal innovation or how to do more with less becomes increasingly relevant in a world which faces many severe health care challenges. In general, frugal innovations have the potential to provide low-cost, simple, and valuable solutions to these challenges. Therefore, this research aims to shed light on key success factors and patterns of frugal innovations in the Indian health care sector. For this reason, the research analyzes a sample of nine selected frugal innovations. The frugal innovation examples are examined with respect to their innovation characteristics. Further, the examination of success patterns allows to investigate the potential of reversed innovation in developed countries in order to improve global health. To sum up, the research provides profound insights on the subject of frugal innovations and conclusions on the research questions. Finally, an outlook on future developments in the health care sector and future research are given.