Product Development for Distant Target Groups
An Experimental Study for the Silver Market| By: | Malte Marwede |
| Publisher: | Springer Nature |
| Print ISBN: | 9783658183240 |
| eText ISBN: | 9783658183257 |
| Edition: | 0 |
| Copyright: | 2017 |
| Format: | Page Fidelity |
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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.