1. Wood K plus, Market Analysis and Innovation Research Team , Feistmantelstraße 4, 1180 Wien , Austria
2. University of Graz, Institute of Systems Sciences, Innovation and Sustainability Research , Universitätsplatz 3, 8010 Graz , Austria
3. University of Natural Resources and Life Sciences Vienna (BOKU), Institute of Marketing and Innovation , Gregor-Mendel-Straße 33, 1180 Wien , Austria