Die Chancen der Seniorenwirtschaft für kleine und mittlere Unternehmen im Zuge des demografischen Wandels in Sachsen-Anhalt [article]

Florian Ringel, Matuschewski, Anke, Prof. Dr., Thomi, Walter, Prof. Dr., Martin-Luther Universität, Universitäts- Und Landesbibliothek Sachsen-Anhalt
Potentials of the Silver Economy for small and medium-sized enterprises within the demographic change in Saxony-Anhalt evaluates how companies adapt their products and services to elderly people as a special group of customers. Specifically, the study uses qualitative and quantitative research methods to explore the retail, manufacturing, and construction industries as well as the public healthcare and hospitality industries and services. Another focus of the dissertation is marketing for Best
more » ... marketing for Best Agers. Overall the companies of the federal state have marginally adapted to older people as consumers, however, with the given examples of best practices a certain potential for the economy is identified. Finally, recommendations on the course of action for politicians and companies are given.
doi:10.25673/1136 fatcat:q2seqgnx75d5baxr3xp6zhyqk4