The Silver Market Phenomenon

The Silver Market Phenomenon

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The current shift in demographics a€“ aging and shrinking populations a€“ 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 a€œgraying marketa€ or a€œsilver marketa€, the market segment more or less broadly defined as those people aged 50 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 older consumers and employees. Key lessons are drawn from a variety of industries and countries, including the lead market Japan.The use of mobile phone was discussed following the principles of contextual inquiry: What have you done with your ... In these special situations the ordinary users were asked to perform basic tasks, such as calling, receiving a call, sending a text message, and receiving one. ... They told about problems they have faced, and shared their visions on what kind of devices they would like to use and how.

Title:The Silver Market Phenomenon
Author:Florian Kohlbacher, Cornelius Herstatt
Publisher:Springer Science & Business Media - 2010-11-01


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