Product Development for Distant Target Groups An Experimental Study for the Silver Market
Description
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.
Keywords
Business & EconomicsManagementDevelopmentEconomic DevelopmentEconomics
2017Book
Author(s)Malte Marwede
PublisherSpringer Fachmedien Wiesbaden
ISBN9783658183240
LanguageEnglish
