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| Author: | Tempest, S. Barnatt, C. Coupland, C. |
| Title: | Grey Advantage: New Strategies for the Old |
| Journal: | Long Range Planning
2002 : OCT, VOL. 35:5, p. 475-492 |
| Index terms: | STRATEGY CASE STUDIES WORKERS EMPLOYEES |
| Language: | eng |
| Abstract: | Using demographic analyses to review the effects of the 'Age-Quake', the authors examine and challenge three perceived 'grey discontinuities' of the 'grey' population as workers as well as traditional perceptions of homogeneity of taste amongst third-age consumers in terms of their appetite for products, services and experiences. From case studies they show how those firms that have investigated the 'grey potential' find older employees have more mental agility and better work-attitudes than younger workers, while marketeers discover, against expectations, that it is the young whose tastes are predictably similar, whilst older consumers' demands are diverse, individual and imaginative. |
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