The Silver Market Phenomenon

Marketing and Innovation in the Aging Society

  • Florian Kohlbacher
  • Cornelius Herstatt

Table of contents

  1. Front Matter
    Pages i-xxxiv
  2. Innovation, Design and Product Development for the Silver Market

    1. Front Matter
      Pages 1-1
    2. Florian Kohlbacher, Cornelius Herstatt, Tim Schweisfurth
      Pages 3-13
    3. Karin Schmidt-Ruhland, Mathias Knigge
      Pages 45-63
    4. Florian Kohlbacher, Chang Chieh Hang
      Pages 65-77
    5. Ryoko Fukuda
      Pages 79-89
    6. Deana McDonagh, Dan Formosa
      Pages 91-100
    7. Oliver Gassmann, Gerrit Reepmeyer
      Pages 101-116
  3. Marketing for the Silver Market

    1. Front Matter
      Pages 147-147
    2. Gunnar Arnold, Stephanie Krancioch
      Pages 149-159
    3. Sue Tempest, Christopher Barnatt, Christine Coupland
      Pages 203-216
    4. George Moschis, Simone Pettigrew
      Pages 229-237
    5. Michael Prieler, Florian Kohlbacher, Shigeru Hagiwara, Akie Arima
      Pages 239-247
    6. Dick Stroud
      Pages 263-275
  4. Industry Challenges and Solutions

About this book


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.

Editors and affiliations

  • Florian Kohlbacher
    • 1
  • Cornelius Herstatt
    • 2
  1. 1.Studies (DIJ)German Institute for JapaneseTokyoJapan
  2. 2.AB Technologie-,InnovationsmanagementTU Hamburg-HarburgHamburgGermany

Bibliographic information

  • DOI
  • Copyright Information Springer-Verlag Berlin Heidelberg 2011
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-14337-3
  • Online ISBN 978-3-642-14338-0
  • Buy this book on publisher's site