Product Development for Distant Target Groups
ISBN:
978-3-658-18324-0
Auflage:
1st ed. 2017
Verlag:
Springer Fachmedien Wiesbaden GmbH, Springer Gabler
Land des Verlags:
Deutschland
Erscheinungsdatum:
10.05.2017
Reihe:
Forschungs-/Entwicklungs-/Innovations-Management
Format:
Softcover
Seitenanzahl:
244
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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.
Biografische Anmerkung
Dr. Malte Marwede graduated at the Institute of Technology and Innovation Management at the Hamburg University of Technology with Univ.-Prof. Dr. Cornelius Herstatt.
