The digital transformation has led to the creation of so-called “insur-tech” start-ups, which provide new kinds of services in the context of insurance. These services can have very different properties. While some focus on sales of insurance policies, others provide consulting, and yet another group of companies runs platforms for risk-sharing among peers as a complementary service to existing insurance offers.
Diffusion models of innovation are an important tool used by companies to plan the introduction of novel products on the market. Under optimal conditions, companies will schedule their innovations in a way that a new one becomes available at the time when the previous one has reached a saturation phase and does not spread to any further. This is comparably easy to achieve in the case of standard products which are centrally planned, but not when products are customized or when users are involved to drive the innovation process in different directions.
Sometimes, people involved with innovation just seem to speak different languages. Nevertheless, they can drive innovation ahead. A recent paper of our chair discusses this penomenon as cultural translation (http://www.tandfonline.com/doi/abs/10.1080/09537325.2017.1380180). Cultural translation occurs when groups of people interact who have different understandings of the innovations which are developed in the lab.