The Silver Market Phenomenon Marketing and Innovation in the Aging S
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-cal
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Florian Kohlbacher
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Cornelius Herstatt
Editors
The Silver Market Phenomenon Marketing and Innovation in the Aging Society Second Edition
Editors Dr. Florian Kohlbacher German Institute for Japanese Studies (DIJ) Jochi Kioizaka Bldg. 2F 7-1 Kioicho Chiyoda-ku, Tokyo 102-0094 Japan [email protected]
Professor Dr. Cornelius Herstatt TU Hamburg-Harburg AB Technologie- und Innovationsmanagement Schwarzenbergstr. 95 21073 Hamburg Germany [email protected]
ISBN 978-3-642-14337-3 e-ISBN 978-3-642-14338-0 DOI 10.1007/978-3-642-14338-0 Springer Heidelberg Dordrecht London New York Library of Congress Control Number: 2010938945 # Springer-Verlag Berlin Heidelberg 2011 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign GmbH, Heidelberg, Germany Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Preface and Introduction
In the developed countries, the dominant factor in the next society will be something to which most people are only beginning to pay attention: the rapid growth in the older population and the rapid shrinking of the younger generation. Peter F. Drucker
In 2008 we presented the first edition of this book. Since then, the issue of demographic change and the aging phenomenon have raised the attention of more and more scholars, business leaders, and politicians in many parts of the world. We strongly believe that aging is one of the decisive mega-trends, and societies all over the world will have to tackle aging and shrinking populations along with the related challenges. Globally, the number of persons aged 60 or over is expected almost to triple, increasing from 737 million in 2009 to 2 billion by 2050. In the more developed regions, 21% of the population is already aged 60 years or over and that proportion is projected to reach 33% in 2050. As a matter of fact, in developed countries as a whole, the number of older persons has already surpassed the number of children (persons under age 15), and by 2050 the number of older persons in developed countries will be more than twice the number of children. But this trend is not restricted to the developed world. In developing countries as a whole, even though just 8% of the population
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