Deceleration - Revealed Preference in Society and Win-Win-Strategy for Sustainable Management. Concept and Exprimental Evidence

Until recently “deceleration” has been little recognized as a technical term, or as an idea. However, it seems to begetting more attention now. For example the German magazine STERN dedicated a cover story to deceleration, in theAnglo-American world the “Quiet Life Hypothesis” is gaining followers, the “Heidelberger Club für Wirtschaft undKultur” dedicated its annual meeting in 1998 to deceleration, and the competition for the German Study Award of theKörber Foundation in 2002 had the motto “Speed “ the accelerated world.? In Italy you can even study “Slow Food”and along German motorways you find signs with the slogan “be relaxed - just discover.” Without any doubt, time is adecisive factor for the productivity and competitive advantages of companies. But more speed by continual, or evenaccelerated, acceleration may well be counter-productive and lead to an “acceleration paradox” - for example byproduct life cycles that are too short and therefore increase the share of R&D-costs or by “Pyrrhus” victories, that leadto “the winner’s curse” instead of a stable market position. This acceleration paradox may show up in consumption,too. Consuming requires time and therefore competitors not only fight for their share of the consumers´ cost budget, butalso for their share of the consumers´ time budget. It is this time budget, that must be split up into productive,consumptive and in all other leisure activities, such as going for a walk or playing chess, that are neither productive norconsumptive in an economic sense. The wide range of consumption goods in narrow markets and the increase inconsumed goods and services together with the already mentioned shorter life cycles, e.g. of computers, cell phones orelectronic equipment, are perceived by the consumers more and more as acceleration and personal burden. Speed canthreaten the “happiness” of the consumers and so acceleration may become an “acceleration trap” for business andsociety. The term “deceleration” seems to be adequate for describing the opposite of accelerati