Product Development for Distant Target Groups

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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. ContentsTheoretical foundations of silver agers and user involvementFoundations of research in the field of cognitive distanceAnalysis of silver agers’ personal dispositions and air travel customer experiencesExperimental study – new product and service ideationDistance effects in product development for silver agersImplications for research and practiceTarget Groups Researcher and students of engineering, marketing and sales Practitioners in the field of product development, innovation and product marketingThe 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.