By Ralf T Kreutzer, Karl-Heinz Land

Electronic Darwinism is a key problem for all businesses and types. no longer all businesses and bosses are conscious of the demanding situations mendacity forward. This e-book is helping to spot the necessity for swap and adaption in response to a framework of findings and extra instruments to place you and your organization within the electronic rat race.

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Create sth. effect performance find complete expression selfdetermination control power ego safety sense of belonging being a part of sth. that is bigger than oneself solidarity freedom/autonomy creativity/self-fulfillment self-affirmation right to exist being Fig. 1 Basic need structure of human beings (Source Author illustration) Derived from these fundamental needs of human beings, we can now proceed in search of the motives for specific behavioral patterns on the Internet (cf. Fig. 2). The motive represents the reason for why we human beings do something.

In addition, service providers are opening up completely new service sectors as is the case with the cloud services at amazon and Google. And artists, whether they are musicians, graphic designers, authors, or amateur craftsmen, are becoming direct marketers of their own creations. They no longer need the classic sales structures in many cases (keyword: “self-publishing”) or are using completely new online sales platforms in order to market their creative fruits. com. This marketplace has more than 30 million members, and in 2012, sold fashion, furnishings, and all kinds of paraphernalia worth around 900 million US $—and counting rapidly (cf.

Figuratively, this expresses that there are concentration effects in all fields, therefore also when purchasing products or with the demand for services. It may indeed be the case that the total sales in niche markets exceed that of blockbusters, yet it must be pointed out that behind a blockbuster such as Harry Potter there is exactly one author and one publisher, whereas there are a number of providers behind the offers of the long tail; it is thus hardly constructive to summarize their turnover without summarizing the marketing costs across all providers.

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