Carina Gliese (Author)
Schuetz, Thomas (Author)
Katharina Stolz (Author)
This article discusses the impact of the structural change of the 1970s on companies in the German consumer goods sector. On the basis of an interdisciplinary comparative study, successful and failed strategies with which contemporaries in the consumer electronics and watchmaking industries tried to overcome what was perceived as a crisis are analysed. The article places special focus on investigating the role of innovations in coping with structural change. For this purpose, an innovation-historical approach is followed, making particular use of the concepts of innovation systems and innovation cultures. In addition, the text also looks at the astonishing phenomenon that, after German reunification, companies in the watchmaking industry successfully returned to supposedly obsolete products in the 1990s that had previously put them at a competitive disadvantage.
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