Business & Economics Books:

Product Development for Distant Target Groups

An Experimental Study for the Silver Market


Paperback / softback

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Product Development for Distant Target Groups by 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.

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
Country of Publication
1st ed. 2017
65 Illustrations, black and white; XVII, 244 p. 65 illus.
Springer Gabler
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