Ikujiro Nonaka

Florian Kohlbacher

Toru Hirata

Ryoko Toyama

This book presents an ultimate theory of knowledge-based management and organizational knowledge creation based on empirical research and an extensive literature review. It covers the six essential building blocks of this theory using in-depth case studies of companies to illustrate each block.

A Process Theory of the Knowledge-Based Firm

Managing Flow

Cornelius Herstatt

Marketing and Innovation in the Aging Society

The Silver Market Phenomenon

A Knowledge-Based Approach

International Marketing in the Network Economy

Michael Prieler

Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Society presents insights from a large-scale content analysis as well as questionnaire surveys among advertising practitioners and consumers in Japan. As the most aged society in the world, Japan lends itself as particularly suitable to study the implications of population aging. This book shows that older people, and especially older women, are highly underrepresented in advertising and are generally portrayed in stereotypical, albeit not necessarily unfavorable ways. This is despite the fact that advertising practitioners have a generally positive view towards using older models, even though only for an older target audience. Finally the book explore how both younger and older consumers perceive the representation of older people in advertising as stereotypical and partly negative, and are willing to boycott companies portraying older people negatively.

Understanding Representations, Practitioners, and Consumers in Japan

Advertising in the Aging Society

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 "silver market," the market segment more or less broadly defined as those people aged 55 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 elder consumers and employees. Key lessons are drawn from the Japanese lead market as well as other select countries.

Business Opportunities in an Era of Demographic Change

Florian Kohlbacher

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