Product Development for Distant Target Groups: An Experimental Study for the Silver Market (Forschungs-/Entwicklungs-/Innovations-Management) - Softcover

Marwede, Malte

Softcover

ISBN 10: 3658183241 ISBN 13: 9783658183240

Publisher: Springer Gabler, 2017

Synopsis

Malte Marwede explores the impact of cognitive distance in product development, in particular whether large distances between developers and the customer target groups adversely affect the creation of customer-centric product ideas. Furthermore, he shows how practical user involvement measures can potentially mitigate negative effects of cognitive distance in an applied industry-context. Silver Agers, people in their third age, and the aviation industry are in focus for the empirical analysis. Extensive market knowledge and insights are provided for this target group. 

About this title

About the Author

Dr. Malte Marwede graduated at the Institute of Technology and Innovation Management at the Hamburg University of Technology with Univ.-Prof. Dr. Cornelius Herstatt.

Contents

• Theoretical foundations of silver agers and user involvement
  
• Foundations of research in the field of cognitive distance
  
• Analysis of silver agers’ personal dispositions and air travel customer experiences
  
• Experimental study – new product and service ideation
  
• Distance effects in product development for silver agers
  
• Implications for research and practice
  

Target Groups 

• Researcher and students of engineering, marketing and sales 
  
• Practitioners in the field of product development, innovation and product marketing
  

The Author 

Dr. Malte Marwede graduated at the Institute of Technology and Innovation Management at the Hamburg University of Technology with Univ.-Prof. Dr. Cornelius Herstatt.

Edition details

• Publisher: Springer Gabler
• Publication date: 2017
• Language: English
• ISBN 10: 3658183241
• ISBN 13: 9783658183240
• Binding: Paperback
• Edition number: 1
• Number of pages: 261