Innovative high-tech start-ups, born from research-based knowledge and young talents’ creative ideas, are frequently exposed to the risk of not taking off as fully fledged companies. In fact, they might lack the culture and skills needed to look beyond technology, towards the commercialization of new products and services. Indeed, the transition from the phase of research (more technology-focused) to the market, during which the ability of these new entrepreneurial projects to survive is rather limited, is particularly challenging. Expressions of interest and abstract – 10/12/2022. Deadline for submission of full paper – 01/05/2023. Read all
This special issue welcomes theoretical, empirical, experimental, and case study research contributions from a marketing perspective on consumer behavior of Generation Z. The special issue of Micro & Macro Marketing is addressed explicitly to the analysis of the purchasing and consumption behavior of Generation Z.
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