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International Symposium

The Silver Market Phenomenon: Business Opportunities and Responsibilities in the Ageing Society

02.10.2008 - 04.10.2008

Abriss

Immer mehr Unternehmen entdecken den Wachstumsmarkt „Alter“ als neue Geschäftschance. Japan wird vielfach als Vorreiter im Bereich „Silbermarkt“ gesehen. Allerdings handelt es sich hier keineswegs um ein homogenes Marktsegment. Darin waren sich die Experten aus verschiedenen Ländern, die bei diesem internationalen Symposium an der United Nations University in Tokio zusammen kamen, einig. Auf der in Zusammenarbeit mit dem Institut für Technologie- und Innovationsmanagement (TIM) der Technischen Universität Hamburg-Harburg (TUHH) veranstalteten DIJ-Konferenz wurden die Herausforderungen und Chancen des "Silbermarkts" sowie unternehmerische Verantwortung ausführlich diskutiert. Den Kick-off des Symposiums bildete das DIJ Forum am 02.10., bei dem Ko-Organisator Cornelius Herstatt die Gemeinsamkeiten und Unterschiede in den Seniorenmärkten in Deutschland und Japan aufzeigte. Gleichzeitig wurde auch die Neuerscheinung The Silver Market Phenomenon: Business Opportunities in an Era of Demographic Change der Öffentlichkeit vorgestellt. Das detailierte Programm, einzelne Präsentationen sowie eine Videoaufnahme der gesamten Konferenz können auf dieser Seite unten abgerufen werden.

Das Symposium wurde gefördert von: The Obayashi Foundation, Allianz Life Insurance Japan Ltd., Siemens, Asahi Medical Technologies Ltd., The Murata Science Foundation und TÜV Rheinland Japan Ltd.

Unterstützt von: Deutsche Industrie- und Handeskammer in Japan (DIHK), Deutsche Seniorenliga (DSL), Conference for the Promotion of Monodzukuri, Cybernics:fusion of human, machine and information systems, International Mature Marketing Network (IMMN), The 21st Century Program, The Science of Institutional Management of Technology (SIMOT), Tokyo Institute of Technology, TheMatureMarket.com, United Nations University, Waseda Marketing Forum (WMF) und World Demographic Association (WDA).

Programm


02.10.2008:
17:00-18:30 Pre-conference Kick-off: DIJ-Forum
  The Silver Market Phenomenon: A German-Japanese Perspective
Cornelius Herstatt, Professor, Hamburg University of Technology, TUHH


03.10.2008:
09:15-09:30 Opening: Greetings and Introduction
  Konrad Osterwalder (Rector, United Nations University, Tokyo)
Florian Coulmas (Director, German Institute for Japanese Studies, Tokyo)
Chihiro Watanabe (Director, Dept. of Industrial Engineering & Management, Tokyo Institute of Technology)
Cornelius Herstatt (Director, Institute for Technology and Innovation Management, TIM, Hamburg University of Technology, TUHH, Germany)
Florian Kohlbacher (Research Fellow, German Institute for Japanese Studies, Tokyo)


09:30-11:00 Keynote Session I
  Chair:
Chihiro Watanabe (Professor, Tokyo Institute of Technology, Japan)

[ Details ]



  Understanding the 50+ audience from an Australian Perspective Slides
Gill Walker (CEO, Evergreen Advertising & Marketing, Founding Member, International Mature Marketing Network, Australia)

[ Details ]



  The best way to predict the future in the mature market
Hiroyuki Murata (President, Murata Associates, Inc., Professor, Tohoku University, Visiting Professor, Kansai University, Japan)

[ Details ]



11:00 – 12:30 Special Session 1: The Silver Market Phenomenon in an International Context
  Chair:
Kenneth Grossberg (Director, Waseda Marketing Forum, Waseda University, Japan)

[ Details ]



  Innovation Opportunity in The Silver Market Slides
Chang Chieh Hang (Professor and Head, Division of Engineering & Technology Management, National University of Singapore, Singapore)

[ Details ]



  Grey power: Older workers as older customers Slides
Sue Tempest (Professor Nottingham University Business School, The University of Nottingham, UK)

[ Details ]



  The end of mass media: Aging and the U.S. newspaper industry Slides
Mark Miller (Founder, 50+Digital, author “Retire Smart” newspaper column, USA)

[ Details ]



  Silver market success through education & usability – A German experience Slides
Frank Leyhausen (General Manager, MedCom international medical & social communication GmbH, Germany)

[ Details ]



13:30-14:45 Keynote Session II
  Chair:
Cornelius Herstatt (Professor,TUHH)

[ Details ]



  Neuroscience and Smart Aging Slides
Ryuta Kawashima (Professor, Institute of Development, Aging and Cancer, Tohoku University, Japan)

[ Details ]



  Demographic change in Japan and its challenges for financial service providers Slides
Uwe M. Michel (Country Manager, Allianz Japan)

[ Details ]



14:45 –16:15 Panel Discussion 1: Business Opportunities and Responsibilities in an Era of Demographic Change
  Chair:
Hugo Tschirky (Professor, ETH Zurich, Switzerland)

[ Details ]



  Panelist Statement: Making money in the silver market: segment-specific value pricing is key
Stefan Lippert (Managing Partner, Simon-Kucher & Partners, Strategy & Marketing Consultants, Tokyo, Japan)

[ Details ]



  Panelist Statement: Universal Design: Monodzukuri in a Super-aged Society
Masayoshi Watanabe (Director, Monodzukuri Policy Plannning Office, Ministry of Economy, Trade & Industry, Japan)

[ Details ]



  Panelist Statement: Three Categories of Business Opportunities Created by the Silver Market
Fumio Kodama (Professor, Shibaura Institute of Technology, Japan)

[ Details ]



  Panelist Statement: How Baby-Boomers in the United States Anticipate their Aging Future: Implications for the Silver Market
Merril Silverstein (Professor, Davis School of Gerontology and Department of Sociology, University of Southern California, Los Angeles, USA)

[ Details ]



  Panelist Statement: Each Society, each Company has to find its Balance between Responsibility and Business Opportunity again and again
Martin Pohl (Counsellor, German Embassy, Japan)

[ Details ]



  Panelist Statement: Knowing the Customer is the Key
Merja Karppinen (Head of R&D Unit, Sendai-Finland Wellbeing Center/Finpro, Japan)

[ Details ]



16:45-18:15 Special Session 2: Innovation, Product Development and Technologies
  Chair:
Christiane Hipp (Professor, Department of Economics and Business Sciences, Brandenburg University of Technology, Germany)

[ Details ]



  Satisfying needs beyond the functional: the changing needs of the Silver Market consumer Slides
Deana McDonagh (Professor, School of Art and Design, University of Illinois, Urbana–Champaign, USA)

[ Details ]



  Consumer Participation in Product Development within an Ageing Society - Methods, Benefits, and Challenges Slides
Uwe Kleinemas (Director, Centre for the Cultures of Ageing, University of Bonn, Germany)

[ Details ]



  Open Senior Service Innovation – A research proposal Slides
Frank Piller (Professor, Technology and Innovation Management Group, RWTH Aachen University, Germany)

[ Details ]



  Potholes in effective use of innovative technology in elderly care Slides
Helinä Melkas (Professor, Lahti Unit, Lappeenranta University of Technology, Finland)

[ Details ]



18:15 – 18:30 Wrap-up, Closing
  Chihiro Watanabe, Cornelius Herstatt, Florian Kohlbacher

TBA Special Keynote Speech
  Active Ageing - what does it mean for the health industry?
Professor Ilona Kickbusch (World Ageing & Generations Congress Chairperson, World Demographic Association, Switzerland)

[ Details ]




04.10.2008:
09:15-09:45 Opening: Book Presentation
  Cornelius Herstatt, Florian Kohlbacher

  Special Chapter Presentations:


  How Baby-Boomers in the United States Anticipate their Aging Future: Implications for the Silver Market Slides
Merril Silverstein (Professor, University of Southern California, USA)

[ Details ]



  Senior educational programs for compensating future student decline in German universities Slides
Christiane Hipp (Professor, Brandenburg University of Technology, Germany)

[ Details ]



09:45-11:00 Keynote Session III
  Chair:
Chihiro Watanabe (Professor Tokyo Institute of Technology, Japan)

  Marketing Strategies for the Changing Silver Market Slides
George P. Moschis (Director, Center for Mature Consumer Studies, Georgia State University, USA)

[ Details ]



  Regulatory Reform for the Development of the Silver Markets in Japan Slides
Naohiro Yashiro (Professor of Economics, International Christian University, Japan)

[ Details ]



11:00 – 12:30 Special Session 3: Marketing, Products and Services for the Silver Market
  Chair:
Sue Tempest (Professor, University of Nottingham)

[ Details ]



  The Golden Opportunity of Silver Marketing: The Case of Housing and Financial Services Slides
Kenneth Grossberg (Director, Waseda Marketing Forum, Waseda University, Japan)

[ Details ]



  Using Web 2.0 to communicate with the older market Slides
Dick Stroud (Founder and Managing Director, 20plus30 Consulting, UK)

[ Details ]



  Young At Heart: Don’t under-estimate the electric guitar in every salaryman’s heart Slides
David McCaughan (Executive Vice President, Strategic Planning Asia-Pacific, McCann WorldGroup, Japan)

[ Details ]



  Older Consumers’ Customer Service Preferences Slides
Simone Pettigrew (Professor, UWA Business School, University of Western Australia, Australia)

[ Details ]



  Usability and safety for silver market products will lead to an increase in business opportunities Slides
Yoshihiro Sugita (Senior Manager, Business Development, TÜV Rheinland Japan)

[ Details ]



13:30 -14:45 Keynote Session IV
  Chair:
Florian Kohlbacher

[ Details ]



  Cybernics-based Solutions for the Ageing Society
Yoshiyuki Sankai (Professor, Global COE Cybernics, University of Tsukuba, Japan)

[ Details ]



  A Human Interactive Robot for Psychological Enrichment and Robot Therapy
Takanori Shibata (Senior Research Scientist, Institute of Advanced Industrial Science & Technology, Japan)

[ Details ]



14:45-16:15 Special Session 4: Industry Challenges and Solutions
  Chair:
Chang Chieh Hang (Professor, National University of Singapore)

[ Details ]



  Silver Markets and Business Customers - a few examples Slides
Peter Mertens (General Manager, Corporate Technology Department, Siemens KK Japan, and Specially Assigned Professor, SIMOT Program, Tokyo Institute of Technology, Japan)

[ Details ]



  Creation of a Safe and Secure Society through Ubiquitous technology - Panasonic's key technologies for an Aging Society Slides
Tetsuya Kawakami (Chief Engineer, Matsushita Electric Industrial Co,. Ltd., Panasonic System Solutions Company, Japan)

[ Details ]



  The Developing Senior Market: Innovation Strategies for the Manufacturing Industry Slides
Yonoshin Mori (Director, Arthur D. Little Japan)

[ Details ]



  Marketing Strategies for the Senior Market Slides
Kazuki Nishikawa (General Manager, Senior Market Development Department, Dentsu Inc, Japan)

[ Details ]



16:45-18:15 Panel Discussion 2: Demographic Change and Innovation: Assessment and Outlook
  Chair:
Cornelius Herstatt (Professor, TUHH)

[ Details ]



  Panelist Statement: Silver Market – the uncared-for fundamental economic challenge
Hugo Tschirky (Professor, ETH Zurich, Switzerland)

[ Details ]



  Panelist Statement: Disruptive Innovation Opportunity in the Silver Market
Chang Chieh Hang (Professor, National University of Singapore)

[ Details ]



  Panelist Statement: Knowledge Strategies for the “graying workforce issue” in aging companies and societies
Josef Hofer-Alfeis (Partner, Amontis Consulting AG, Germany)

[ Details ]



  Panelist Statement: Changes in the Personnel Structure of the Workforce due to Demographic Change
Christiane Hipp (Professor, Brandenburg University of Technology, Germany)

[ Details ]



  Panelist Statement: Slim Japan: Towards an Energetic Shrinking Society
Yuji Wada (Director, Institute for Future Technology, Japan)

[ Details ]



  Panelist Statement: The Silver market will be driven by fewer products with deeper meaning
Deana McDonagh (Professor, School of Art and Design, University of Illinois, Urbana –Champaign, USA)

[ Details ]



18:15-18:30 Wrap-up and Closing Remarks
  Chihiro Watanabe, Florian Kohlbacher, Cornelius Herstatt

Veranstaltungsort

United Nations University, Tokyo
53-70 Jingumae 5-chome, Shibuya-ku, Tokyo150-8925

Five-minute walk from Omotesando station
(Chiyoda-line, Ginza-line, Hanzomon-line: Exit B2)
or eight-minute walk from JR Shibuya station (Miyamasuzuka Exit)

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