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The Business of Aging: Ten Successful Strategies for a Diverse Market

In: The Silver Market Phenomenon

Author

Listed:
  • H. Murata

    (Murata Associates, Inc.
    Tohoku University)

Abstract

In Japan, in the last few years, an increasing number of enterprises have been focusing on developing new products and services for older adults or for the Baby Boomer generation. In most cases, these efforts failed. One of the reasons for this is that their visions are too narrow. Many enterprises consider the older adult market or the Boomer market as a single homogeneous iceberg. However, in a modern economy, it is not sufficient to say that the Boomers represent a large part of the market just by sheer numbers. The reason is that the nature of today’s market is different from that of the past. This chapter gives readers the essence to correctly view the Baby Boomer market or Senior Market and insights to success in serving such markets in other countries.

Suggested Citation

  • H. Murata, 2008. "The Business of Aging: Ten Successful Strategies for a Diverse Market," Springer Books, in: Florian Kohlbacher & Cornelius Herstatt (ed.), The Silver Market Phenomenon, chapter 21, pages 309-324, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-75331-5_21
    DOI: 10.1007/978-3-540-75331-5_21
    as

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