Preface: It is always easy to induce a vivid discussion, or find cheep and cheerful yay-sayers, when binary thinking comes into action. Binary thinking is unfortunately rooted in everyone’s psychological mode of operation. If there is only black or white, it…
An observation of modern market conditions and the analysis of the participants’ behaviour reveals that the current generation of consumers experiences a shift of paradigms and has different preferences than previous generations. Whether changed consumer…