Technology Acceptance in Mechatronics
Ute Hillmer investigates technology acceptance behavior in the mechatronics industry in Germany and develops a multi-disciplinary understanding, which includes psychology, sociology and business science. It is shown that individuals accept new technologies more easily, if the technology replicates their individual social values and if the implementation process considers the prime social values that can typically be found in their social networks. Dr. Ute Hillmer is senior consultant and owner of Better Reality Marketing. She consults, coaches and teaches in international technology marketing and innovation management.
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