The current shift in demographics – aging and shrinking populations – 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 “graying market” or “silver market”, 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.
Author(s): Florian Kohlbacher, Cornelius Herstatt, Tim Schweisfurth (auth.), Florian Kohlbacher, Cornelius Herstatt (eds.)
Edition: 2
Publisher: Springer-Verlag Berlin Heidelberg
Year: 2011
Language: English
Pages: 465
Tags: Management/Business for Professionals; Labor Economics; Demography; Population Economics
Front Matter....Pages i-xxxiv
Front Matter....Pages 1-1
Product Development for the Silver Market....Pages 3-13
Silver Age Innovators: A New Approach to Old Users....Pages 15-26
Disabled Persons as Lead Users for Silver Market Customers....Pages 27-44
Integration of the Elderly into the Design Process....Pages 45-63
Leveraging Disruptive Innovations for the Silver Market....Pages 65-77
Gerontechnology for a Super-Aged Society....Pages 79-89
Designing for Everyone, One Person at a Time....Pages 91-100
Universal Design: Innovations for All Ages....Pages 101-116
Transgenerational Design: A Heart Transplant for Housing....Pages 117-131
Service Innovation: Towards Designing New Business Models for Aging Societies....Pages 133-146
Front Matter....Pages 147-147
Current Strategies in the Retail Industry for Best-Agers....Pages 149-159
Silver Pricing: Satisfying Needs Is Not Enough – Balancing Value Delivery and Value Extraction Is Key....Pages 161-173
Changing Consumer Values and Behavior in Japan: Adaptation of Keio Department Store, Shinjuku....Pages 175-193
Bargain Hunting Belongers and Positive Pioneers: Key Silver Market Segments in the UK....Pages 195-201
Grey Power: Developing Older Customer Strategies....Pages 203-216
Catering to Older Consumers’ Customer Service Needs....Pages 217-228
Business Strategies for Enhancing Quality of Life in the Later Years....Pages 229-237
Silver Advertising: Older People in Japanese TV Ads....Pages 239-247
Advertising Agencies: The Most Calcified Part of the Process....Pages 249-262
The Importance of Web 2.0 to the 50-Plus....Pages 263-275
Front Matter....Pages 277-277
The Business of Aging: Ten Successful Strategies for a Diverse Market....Pages 279-294
The Age-Neutral Customer Journey....Pages 295-308
The Discovery and Development of the Silver Market in Germany....Pages 309-324
Japan’s Population Aging and Silver Industries....Pages 325-337
India: Opportunities and Challenges of Demographic Transition....Pages 339-351
Silver Markets and Business Customers: Opportunities for Industrial Markets?....Pages 353-370
Business Opportunities in Personal Transportation: Traffic Safety for Older Adults....Pages 371-381
In-Vehicle Telematic Systems and the Older Driver....Pages 383-393
The Golden Opportunity of Silver Marketing: The Case of Housing and Financial Services....Pages 395-407
The End of Mass Media: Aging and the US Newspaper Industry....Pages 409-417
Material Innovation in the Japanese Silver Market....Pages 419-434
Effective Gerontechnology Use in Elderly Care Work: From Potholes to Innovation Opportunities....Pages 435-449
Senior Educational Programs to Compensate for Future Student Decline in German Universities....Pages 451-465
