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Product Development for Distant Target Groups by Malte Marwede
Product Development for Distant Target Groups by Malte Marwede
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Product Development for Distant Target Groups

An Experimental Study for the Silver Market
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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. 

Author Biography:

Dr. Malte Marwede graduated at the Institute of Technology and Innovation Management at the Hamburg University of Technology with Univ.-Prof. Dr. Cornelius Herstatt.
Release date NZ
May 10th, 2017
Author
Audience
  • Professional & Vocational
Edition
1st ed. 2017
Illustrations
65 Illustrations, black and white; XVII, 244 p. 65 illus.
Pages
244
Dimensions
148x210x14
ISBN-13
9783658183240
Product ID
26805715

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