Age Matters: How Generational Decision-Making Cohorts Affect Disruptive Technology New Product Development

Abstract

The Internet of Things (IoT), a worldwide network of interconnected objects uniquely addressable, based on standard communication protocols, has become a disruptive technology, even for decision-makers who develop products based on them. It was reported in 2015 and 2018 that decision-makers associated with the Fortune 1000 firms stated that they were hesitant to use IoT-based value propositions, primarily due to privacy and security concerns. In this article, we view decision-maker willingness to develop IoT-based products through the lens of the social construction of technology (SCOT) theory. We utilize SCOT-based generational cohorts of firm decision-makers to investigate whether generational cohorts of decision-makers are relevant in a firm's decision to launch an IoT value proposition. We argue that it is pertinent to consider age-based generations as stakeholders for IoT, which currently constitutes a gap in the literature on IoT and SCOT. We employ an exploratory survey analysis that supports the relevance of generational decision-making cohorts. We focus on age to the exclusion of other potential decision-maker cohort possibilities and discuss this as a limitation in our conclusion.