Product Development for Distant Target Groups: An Experimental Study for the Silver Market

Product Development for Distant Target Groups: An Experimental Study for the Silver Market
ISBN-10
365818325X
ISBN-13
9783658183257
Category
Business & Economics
Pages
244
Language
English
Published
2017-05-03
Publisher
Springer
Author
Malte Marwede

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.

Similar books