Details
| Translated title of the contribution | The prosumer as customer: DIY-stores as providers of "solutions to problems" |
|---|---|
| Original language | German |
| Pages (from-to) | 72-91 |
| Number of pages | 20 |
| Journal | Osterreichische Zeitschrift fur Geschichtswissenschaften |
| Volume | 30 |
| Issue number | 1 |
| Publication status | Published - 2019 |
Abstract
The Prosumer as Customer: DIY-Stores as Providers of "Solutions to Problems". Since the late 1950s, the Federal Republic of Germany experienced the formation of the so-called do-it-yourself (D1Y) movement. One of the biggest problems of the early German DIYer was the question of where to get the needed materials and tools for the tasks at hand. Fortunately for the DIYer, starting in the 1960s, entrepreneurs from different fields of retail began to see a promising economic factor in DIY-activities. In the late 1960s, the first large-scale retail facilities were built to serve the needs of the Western German lay-handymen. This article discusses how these companies addressed DIY-afficionados, what managerial techniques they invented, and how they were able to take into account the notion that DIYers wanted to be recognised as producers more so than as consumers.
ASJC Scopus subject areas
- Arts and Humanities(all)
- History
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In: Osterreichische Zeitschrift fur Geschichtswissenschaften, Vol. 30, No. 1, 2019, p. 72-91.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Der Prosumer als Kunde
T2 - Bau- und Heimwerkermärkte als Anbieter von „Problemlösungen“
AU - Voges, Jonathan
PY - 2019
Y1 - 2019
N2 - The Prosumer as Customer: DIY-Stores as Providers of "Solutions to Problems". Since the late 1950s, the Federal Republic of Germany experienced the formation of the so-called do-it-yourself (D1Y) movement. One of the biggest problems of the early German DIYer was the question of where to get the needed materials and tools for the tasks at hand. Fortunately for the DIYer, starting in the 1960s, entrepreneurs from different fields of retail began to see a promising economic factor in DIY-activities. In the late 1960s, the first large-scale retail facilities were built to serve the needs of the Western German lay-handymen. This article discusses how these companies addressed DIY-afficionados, what managerial techniques they invented, and how they were able to take into account the notion that DIYers wanted to be recognised as producers more so than as consumers.
AB - The Prosumer as Customer: DIY-Stores as Providers of "Solutions to Problems". Since the late 1950s, the Federal Republic of Germany experienced the formation of the so-called do-it-yourself (D1Y) movement. One of the biggest problems of the early German DIYer was the question of where to get the needed materials and tools for the tasks at hand. Fortunately for the DIYer, starting in the 1960s, entrepreneurs from different fields of retail began to see a promising economic factor in DIY-activities. In the late 1960s, the first large-scale retail facilities were built to serve the needs of the Western German lay-handymen. This article discusses how these companies addressed DIY-afficionados, what managerial techniques they invented, and how they were able to take into account the notion that DIYers wanted to be recognised as producers more so than as consumers.
KW - Consumption
KW - Do-it-yourself (diy)
KW - Gender roles
KW - Home improvement
KW - Leisure
KW - Production
KW - Retail
KW - Work
UR - http://www.scopus.com/inward/record.url?scp=85070931092&partnerID=8YFLogxK
U2 - 10.25365/oezg-2019-30-1-4
DO - 10.25365/oezg-2019-30-1-4
M3 - Artikel
AN - SCOPUS:85070931092
VL - 30
SP - 72
EP - 91
JO - Osterreichische Zeitschrift fur Geschichtswissenschaften
JF - Osterreichische Zeitschrift fur Geschichtswissenschaften
SN - 1016-765X
IS - 1
ER -