Title: Product Development for Distant Target Groups: An Experimental Study for the Silver Market (Forschungs-/Entwicklungs-/Innovations-Management)
Publisher: Springer Gabler
Publication Date: 2017
Language: English
ISBN 10: 3658183241
ISBN 13: 9783658183240
Binding: Soft cover
Condition: New

About this title

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 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.

"About this title" may belong to another edition of this title.

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