Read more
The current shift in demographics aging and shrinking populations in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and constant growth of the so-called silver market , the market segment more or less broadly defined as those people aged 55 and older. Increasing in number and share of the total population while at the same time being relatively well-off, this market segment can be seen as very attractive and promising, although still very underdeveloped in terms of product and service offerings.
This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for elder consumers and employees. Key lessons are drawn from the Japanese lead market as well as other select countries. The current shift in demographics aging and shrinking populations in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and constant growth of the so-called silver market , the market segment more or less broadly defined as those people aged 55 and older. Increasing in number and share of the total population while at the same time being relatively well-off, this market segment can be seen as very attractive and promising, although still very underdeveloped in terms of product and service offerings.
This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for elder consumers and employees. Key lessons are drawn from the Japanese lead market as well as other select countries.
List of contents
Looking at the Bright Side of Things.- From the World Demographic Association. The Demographic Shift: Challenges, Chances, Perspectives.- Innovation, Design and Product Development for the Silver Market.-: User Integration.- Design in an Aging Society.- Service Innovation. Marketing for the Silver Market.- : Current Best-Agers Strategies of Retail Industry.- Silver Pricing.- Consumer Behavior.- Advertising for the Silver Market. Industry Challenges and Solutions.- Lessons Learned and the Challenges and Opportunities Ahead.- Afterword.
About the author
Prof. Dr. Cornelius Herstatt ist Leiter des Forschungs- und Lehrbereichs Technologie- und Innovationsmanagement an der Technischen Universität Hamburg-Harburg (TUHH).
