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The existing research on the behavior of user innovators has focused almost exclusively on younger users. In light of the demographic shift and the increasing importance of the "Silver Market" segment (customers 55 years plus), we analyzed whether important determinants of user innovator...
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leveraging innovation, technology, product development and marketing for older consumers and employees. Key lessons are drawn …
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. This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation …
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