The goal of this research project is to develop a deeper understanding of the applicability of the lead market theory in the realm of age-based innovations. It aims to empirically investigate the relevance of lead markets in age-based innovations and pinpoint key lead market factors. Taking into account the high level of  heterogeneity of both age-based innovations – e.g., automotive products, consumer products, or financial services – and of older consumers will important aspects of this research. Building on initial research focusing on general applicability of lead market theory, an analysis of lead market potentials of geographic markets will provide further hints for companies on where to focus their innovation activities for specific age-based innovations. Based on the results, strategic and structural implications for the political, industrial, and firm level shall be analyzed.  

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