05 Nov 2020

Ageing Consumers: Rethinking Marketing Strategies and Seizing Business Opportunities

SN Business & Economics

Editors: Vania Vigolo (University of Verona, Italy), Elisa Alén (University of Vigo, Spain)

Description: The world’s population is ageing and older consumers represent a fast-growing market both in developed and in developing regions. This phenomenon poses great challenges and opportunities to a wide range of sectors for the years to come. Firms need to revise their marketing strategies to go beyond age-related stereotypes and effectively serve this highly heterogeneous market. The COVID-19 pandemic further urges businesses and organizations to respond to older consumers’ emerging needs and changing lifestyles. This collection aims to bring together original studies and review papers in the disciplines of Marketing and Management that address the older consumer market. We welcome qualitative, quantitative or mixed methods, as well as a variety of research perspectives. The collection is also open to studies that are relevant to policy-makers. Review articles should move beyond mere description to incorporate critical reflection, analysis and theoretical contribution.

Deadline: Submissions will be welcomed up until 30th June 2021.

Link: https://www.springer.com/journal/43546/updates/18050148