Forschungs-/ Entwicklungs- / Innovations-Management Hans Dietmar Bürgel (em.) · Diana Grosse Cornelius Herstatt · Hans Koller Christian Lüthje · Martin G Möhrle Hrsg Malte Marwede Product Development for Distant Target Groups An Experimental Study for the Silver Market Forschungs-/ Entwicklungs-/ ­Innovations-Management Edited by H D Bürgel (em.), Stuttgart, Germany D Grosse, Freiberg, Germany C Herstatt, Hamburg, Germany H Koller, Hamburg, Germany C Lüthje, Hamburg, Germany M G Möhrle, Bremen, Germany Die Reihe stellt aus integrierter Sicht von Betriebswirtschaft und Technik Arbeits­ ergebnisse auf den Gebieten Forschung, Entwicklung und Innovation vor Die einzelnen Beiträge sollen dem wissenschaftlichen Fortschritt dienen und die For­ derungen der Praxis auf Umsetzbarkeit erfüllen Edited by Professor Dr Hans Dietmar Bürgel (em.), Universität Stuttgart Professorin Dr Diana Grosse vorm de Pay, Technische Universität Bergakademie Freiberg Professor Dr Hans Koller Universität der Bundeswehr Hamburg Professor Dr Christian Lüthje Technische Universität HamburgHarburg Professor Dr Martin G Möhrle Universität Bremen Professor Dr Cornelius Herstatt Technische Universität Hamburg-Harburg Weitere Bände in dieser Reihe http://www.springer.com/series/12195 Malte Marwede Product Development for Distant Target Groups An Experimental Study for the Silver Market With a foreword by Univ Prof Dr Cornelius Herstatt Malte Marwede ­Hamburg, Germany Dissertation Technische Universität Hamburg-Harburg, 2017 Forschungs-/ Entwicklungs-/ ­Innovations-Management ISBN 978-3-658-18324-0 ISBN 978-3-658-18325-7  (eBook) DOI 10.1007/978-3-658-18325-7 Library of Congress Control Number: 2017940813 Springer Gabler © Springer Fachmedien Wiesbaden GmbH 2017 This work is subject to copyright All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed The use of general descriptive names, registered names, trademarks, service marks, 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 The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations Printed on acid-free paper This Springer Gabler imprint is published by Springer Nature The registered company is Springer Fachmedien Wiesbaden GmbH The registered company address is: Abraham-Lincoln-Str 46, 65189 Wiesbaden, Germany Foreword V Foreword Successful product development requires that the target groups' exact customer needs are inscribed in new products and services The share of over 65-year-olds of the total population is growing as a result of demographic changes, for example in the Western world and Japan This entails a shift in the customer base in the respective countries, which presents new challenges and opportunities for product developers In many respects, the so-called "Silver Agers" represent a remote target group, which means that there is a presumed, cognitive distance between the product developers and the target group In consequence, this can lead to suboptimal product and service development outcomes in terms of matching customer needs Mr Marwede addresses the outlined topics in his doctoral thesis and, with his research, contributes to innovation research that is relevant and valuable in both theoretical and practical terms Mr Marwede examines the presumed influence of different distance dimensions between developers (social and temporal) and the target group with regard to the idea quality as well as quality in new product development The accentuated target group is the "Silver Market", i.e persons in their third age The motivation for this work is the frequently stated assumption of authors and practitioners that product development for Silver Agers can only be successfully carried out if the responsible developers are of similar age and sharing similar life experiences to relate well with the needs and wishes of the target group Mr Marwede disproves this assertion based on experimental evidence He bases his empirical research contribution on a comprehensive, experimental investigation of product and service innovation in the aviation industry The work of Mr Marwede is, to the best of my knowledge, the first work to empirically investigate cognitive distances at the individual level in the field of product development Furthermore, it enriches the body of knowledge in of user involvement of elderly people in the early stages of the innovation process Researchers as well as practitioners in the field of innovation management significantly benefit from reading this dissertation Hamburg, April 2017 Univ Prof Dr Cornelius Herstatt Acknowledgements VII Acknowledgements I would like to thank everyone who directly or indirectly supported me and my dissertation project over the last three years In particular, I am grateful to have Professor Herstatt as my dissertation advisor – for providing research guidance, practical support and for establishing such a fertile environment at the Institute for Technology and Innovation Management I also thank Professor Koller for valuable feedback at our colloquia and for his willingness to be my second evaluator Furthermore, I want to express gratitude to Professor Ringle for chairing my dissertation examination I want to acknowledge the many partners in the different phases of the project: the Silver Ager associations Deutsche Seniorenliga e.V Unie KBO and ANBO for supporting and distributing my web-based pre-study to their members; the Senior Research Group of Berlin for providing real first hand insights about Silver Agers' needs, their willingness to conduct several preparatory sessions and for taking part in the experimental workshops; the two industrial partners from the aviation industry for sending developers to the workshops, supplying inspirational locations, challenging the structure and last but not least for covering the costs; Twente University and Frans Jonkman for making this study international and having me host a workshop at their Design Lab Furthermore, I would like to thank the many students who backed my thesis with their research or pragmatically helped to prepare, conduct and wrap-up the workshops, in particular Jia Lui Hew and Hilrike Hildebrandt I also want to recognize my fellow PhD comrades for their helpfulness and support, in particular André Schorn and Florian Denker for instant problem-solvings, practical help at the workshops and morale support Last but not least I am thankful for my family for raising me and helping out, friends for distraction, and mostly for my wife Anna You are everything for me, taking every role from coach, critique, and also for being the loving mother of our children Matteo and Karla Hamburg, April 2017 Malte Marwede Table of contents IX Table of contents Index of figures XIII Index of tables XV List of abbreviations XVII Introduction 1.1 Context and relevance 1.2 Research questions and objective 1.3 Research approach 1.4 Structure of dissertation Theoretical foundations of silver agers and user involvement 11 2.1 Demographic changes and the establishment of the silver market 11 2.1.1 Ageing societies 11 2.1.2 Characterisation of silver agers 11 2.1.3 Silver agers as a distant target group .15 2.1.4 Age-based innovation for silver agers 15 2.2 User involvement in new product development 16 2.2.1 Innovation management, fuzzy front-end of innovation and idea generation .16 2.2.2 Meeting customer requirements 17 2.2.3 User involvement to meet customer needs 18 2.2.3.1 Development history of user involvement in new product development 18 2.2.3.2 Effects of user involvement .19 2.2.3.3 Typology of user involvement 20 2.2.3.4 Frameworks on the degree of user involvement 24 Foundations of research in the field of cognitive distance 33 3.1 Co-citation methodology 33 3.2 Results .36 3.2.1 Cluster distribution 37 3.2.2 Cluster – Cognitive distance and construal level 37 3.2.3 Cluster – Interrelation between four dimensions of cognitive distance 39 3.2.4 Cluster – Spatial distance and construal levels 40 3.2.5 Cluster – Subjective distance and emotional involvement .40 X Table of contents 3.2.6 Cluster – Social distance and focalism 41 3.2.7 Cluster – Temporal distance influencing behaviours and decisions 42 3.2.8 Cluster – Communication between geographically distributed or virtual teams 42 3.2.9 Cluster – Network and organisational proximity .43 3.3 Cognitive distance – A gap in innovation management 45 3.3.2 Applicability of cognitive distance subcategories in new product development 47 3.3.3 Requirements for cognitive distance subcategory measures 50 3.3.4 Social distance operationalisation through social capital 51 3.4 Discussion 44 3.3.1 Conclusion of co-citation analysis 52 Research questions and hypotheses for the experimental study .53 4.1 Research gap and research question 53 4.2 Hypotheses development for product development outcomes 54 4.2.1 Hypothesis regarding idea quality .55 4.2.1.1 Cognitive distance 56 4.2.1.2 User involvement 60 4.2.1.3 Cognitive distance and user involvement 65 4.2.2 Hypothesis regarding idea quantity 67 4.2.2.1 Cognitive distance 67 4.2.2.2 User involvement 68 Selection of research context for quantitative study .71 5.1 Choice of experimental approach 71 5.2 Classification of experimental approach 73 5.3 Industry context of experimental setting 75 Pre-study – Analysis of silver agers’ personal dispositions and air travel customer experiences 77 6.1 Purpose and methodology .77 6.2 Data collection 77 6.2.1 Survey development 77 6.2.2 Structure and constructs 79 6.2.3 Cooperation partners .81 6.2.4 Sample description 82 6.3 Flight patterns and preferences of silver agers .83 Table of contents 6.4 XI Silver-ager characteristics .86 6.4.1 Cognitive age 86 6.4.2 Innovation- and product-related user characteristics .88 6.5 Pain points of air travel customer experience 92 6.6 Interim conclusion 97 Distance effects in product development for silver agers 101 7.1 Study methodology/approach 101 7.1.1 Research framework 102 7.1.2 Context and institutional partners 103 7.1.3 Survey for development participants 104 7.1.4 Experimental workshops 105 7.1.4.1 Workshop structure 105 7.1.4.2 Treatments 107 7.1.4.3 Design of ideation session 111 7.1.4.4 Trial runs 113 7.1.4.5 Addressing reliability and validity of experimental design 113 7.1.5 Idea assessment 115 7.1.5.1 Judge selection 116 7.1.5.2 Rating method 117 7.1.5.3 Rating session 118 7.1.6 Operationalisation of constructs 118 7.1.6.1 Independent variables from participant survey 118 7.1.6.2 Independent and dependent variables from experimental workshops 123 7.1.6.3 Dependant variables from idea assessment 124 7.1.7 7.2 Data analysis technique 125 Findings from experimental study 126 7.2.1 Data set for analysis 126 7.2.2 Exemplary ideas generated in workshops 127 7.2.3 Descriptive analysis 129 7.2.3.1 Control variables – Diversity of workshop participants 129 7.2.3.2 Independent variables – Characteristics of participants 131 7.2.3.3 Dependant variables – Ideated output from workshops 134 7.2.3.4 Descriptive analyses of workshop control variables 137 230 Appendix Appendix 231 232 Appendix Appendix 233 234 Appendix Appendix 235 236 Appendix Appendix 237 238 Appendix K – Idea rater control survey (for SRG judges) in German Appendix Appendix 239 240 Appendix Appendix 241 Spatial distance and construal levels 2009 2009 Henderson, M.D., Fujita, K., Trope, Y., & Liberman, N 2009 Zhang, M., & Wang, J Jia, Lile, Edward R Hirt, and Samuel C Karpen 2012 Fiedler, K., Jung, J., Wänke, M., & Alexopoulos, T 2007 Liberman, N., Trope, Y., & Stephan, E 2013 2006 Fujita, K., Henderson, M D., Eng, J., Trope, Y., & Liberman, N Maglio, S J., Trope, Y., & Liberman, N 2006 Henderson, M.D., Fujita, K., Trope, Y., & Liberman, N Interrelation between four dimensions of psychological distance 2006 Wakslak, C J., Trope, Y., Liberman, N., & Alony, R Psychological distance and construal level Year Author Cluster Psychological distance and group judgments: The effect of physical distance on beliefs about common goals Personality Soc Psych Bull Journal of Experimental Social Psychology Journal of Consumer Psychology Psychological distance asymmetry: The spatial dimension vs other dimensions “Lessons from a Faraway Land: The Effect of Spatial Distance on Creative Cognition,” Journal of Experimental Social Psychology Journal of Experimental Psychology: General Book Psychological Science Journal of Personality and Social Psychology Journal of Experimental Psychology: General Journal On the relations between distinct aspects of psychological distance: An ecological basis of construal-level theory Distance from a distance: Psychological distance reduces sensitivity to any further psychological distance Psychological distance In E.T Higgins & A.W Kruglanski (Eds.), Social psychology: A handbook of basic principles (2nd ed., Vol 2, pp 353–383) New York: Guilford Press Spatial distance and mental construal of social events Transcending the ‘‘here’’: The effect of spatial distance on social judgment Seeing the forest when entry is unlikely: Probability and the mental representation of events Title Appendix L – Selected papers from eight focus clusters of co-citation study 242 Appendix Communication between geographically distributed or virtual teams Temporal distance Subjective distance and emotional involvement 2006 Webster, J., and D S Staples 2004 Chandran, Sucharita, and Geeta Menon 2005 2007 Liberman, N., Trope, Y., McCrea, S M., & Sherman, S J Hinds PJ, Mortensen M 2007 1994 Buehler, R., Griffin, D., & Ross, M Herzog, Stefan M., Joachim Hansen, and Michaela Wanke 1982 Park, B., & Rothbart, M 2005 1971 Bratfisch, O., Ekman, G., Lundberg, U., & Krucer, K Malkoc, S A., Zauberman, G., & Ulu, C 1969 Bratfisch, O Comparing virtual teams to traditional teams: An identification of new research opportunities Understanding conflict in geographically distributed teams: The moderating effects of shared identity, shared context, and spontaneous communication When a Day Means More than a Year: Effects of Temporal Framing on Judgments of Health Risk The effect of level of construal on the temporal distance of activity enactment Temporal Distance and Ease of Retrieval Consuming now or later? The interactive effect of timing and attribute alignability Research in Personnel and Human Resources Management Organisational Science Journal of Consumer Research Journal of Experimental Social Psychology Journal of Experimental Social Psychology Psychological Science Journal of Personality and Social Psychology Journal of Personality and Social Psychology Perception of out-group homogeneity and levels of social categorization: Memory for the subordinate attributes of ingroup and out-group members Exploring the “planning fallacy”: Why people underestimate their task completion times Scandinavian Journal of Psychology Acta Psychologica Subjective temporal distance and emotional involvement A further study of the relation between subjective distance and emotional involvement Appendix 243 Network and organizational proximity 2007 2007 2012 1999 2005 2003 Drejer I, Vindig A Cantner, U., Meder, A Balland, Pierre-Alexandre Rallet, A., & Torre, A Boschma, R A Breschi, S., Lissoni, F., Malerba, F 2006 Polzer, J T., C B Crisp, S L Jarvenpaa, and J W Kim 2007 2008 Wilson, J M., M B O’Leary, A Metiu, and Q R Jett Nooteboom, B., Van Haverbeke, W., Duysters, G., Gilsing, V., van den Oord, A 1999 Jarvenpaa, S., and D Leidner Journal of Economic Interaction and Coordination Regional Studies Geo Journal Technological proximity and the choice of cooperation partner Proximity and the Evolution of Collaboration Networks: Evidence from Research and Development Projects Within the Global Navigation Satellite System (GNSS) Industry Is geographical proximity necessary in the innovation networks in the era of global economy? Knowledge-relatedness in firm technological diversification Research Policy Regional Studies Industry and Innovation Searching near and far: determinants of innovative firms’ propensity to collaborate across geographical distance Proximity and innovation: A critical assessment Research Policy Academy of Management Journal Organization Studies Organization Science Optimal cognitive distance and absorptive capacity Extending the faultline concept to geographically dispersed teams: How colocated subgroups can impair group functioning Perceived proximity in virtual work: Explaining the paradox of far-but-close Communication and trust in global virtual teams 244 Appendix ... Malte Marwede Product Development for Distant Target Groups An Experimental Study for the Silver Market With a foreword by Univ Prof Dr Cornelius Herstatt Malte Marwede ­Hamburg, Germany Dissertation... are exempt from the relevant protective laws and regulations and therefore free for general use The publisher, the authors and the editors are safe to assume that the advice and information in this... idea and product development success for companies addressing distant target groups like silver agers Furthermore, the impact of user involvement is tested experimentally, indicating what companies