Product Development for Distant Target Groups / Forschungs-/Entwicklungs-/Innovations-Management (PDF)

Name: Product Development for Distant Target Groups / Forschungs-/Entwicklungs-/Innovations-Management
Brand: Gabler, Betriebswirt.-Vlg
SKU: 103500826
Price: 54.99 EUR
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An Experimental Study for the Silver Market (Sprache: Englisch)

Autor: Malte Marwede

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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.

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.

Autoren-Porträt von Malte Marwede

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