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.

Industry-applied research Includes supplementary material: sn.pub/extras

Autorentext
Dr. Malte Marwede graduated at the Institute of Technology and Innovation Management at the Hamburg University of Technology with Univ.-Prof. Dr. Cornelius Herstatt.

Inhalt
Theoretical foundations of silver agers and user involvement.- Foundations of research in the field of cognitive distance.- Analysis of silver agers' personal dispositions and air travel customer experiences.- Experimental study new product and service ideation.- Distance effects in product development for silver agers.- Implications for research and practice.