From Grey to Silver: Managing the Demographic Change Successfully

Demographic change is one of the most crucial issues of our time. This book sheds light on the demographic implications companies face. Based on an integrated framework, the book investigates three important perspectives: An economic and social perspective helps organisations and managers better understand the basic parameters of demographic change and its influences on the labour market. A human resources and leadership perspective reveals how age management can help retain employees of different age groups as motivated and productive workforce members. An innovation and marketing perspective examines how companies can exploit the potentials that senior customers offer. A combination of research-driven and practice-oriented chapters makes this book a profound and an interesting read. It primarily addresses executives from various organisational fields, including HR, marketing, and management. Professional trainers, scholars and students of economy and business will also gain valuable insights.Dr. Guenter Pfeiffer, Chief Personnel Officer and member of the Executive Board, Swisscom Group “New approaches are required to restructuring, redeployment and age management that go beyond the typical instruments of part-time models and flexible retirement schemes.” Dr. Guenter Pfeiffer, ChiefPersonnel Officer and member of the Executive Board, Swisscom Group “Recognising the business consequences of the demographic developments and taking these into consideration are imperative for the competitiveness of not only companies, but also entire economies.” Bundespraesident a.D. Prof. Dr. Roman Herzog Former President of the Federal Republic of Germany

Table of Contents:
Foreword by the former President of the Federal Republic of Germany Prof. Dr. Roman Herzog.- Preface by the Editors.- Part 1 An introduction – Understanding demographic change.- An integrating framework for investigating the challenges and opportunities of demographic change, Stephan Boehm, Sven Kunisch, Michael Boppel.- Point of view: Demographic change calls for change in the demographic research landscape – a German perspective.- Part 2 An economic and social perspective – Taking the external environment into consideration. - Demographic change and the economically active population in OECD countries – Could older workers compensate for the decline? Golo Henseke.- Point of view: Demographic change as a challenge for societies at large, Markku Wilenius.- Ageing, health and disability – An economic perspective, Martin Karlsson, Florian Klohn.- Point of view: Demographic change – The role of the social context, Stéphanie Moerikofer-Zwez. - Demographic change and the changing nature of the concept of work, Carola Wolf. - Part 3 A human resources and leadership perspective – Managing the ageing workforce. - Generational leadership – How to manage five different generations in the workforce, Florian Kunze, Stephan Boehm, Heike Bruch.- Rationale for and implementation of age-neutral HRM in divergent institutional contexts – Examples from Britain and Germany, Heike Schroder, Matt Flynn and Michael Muller-Camen. - Contra point: From grey to silver – More than a question of age, Eva Bilhuber Galli.- Age diversity and its performance implications – Analyzing a major future workforce trend, Stephan A. Boehm, Miriam K. Baumgaertner, David J. G. Dwertmann, Florian Kunze. - Stepping down but not out – Characteristics of post-executive careers in Switzerland, Peder Greve, Winfried Ruigrok.- Insights from practice: Consenec – A well-proven model, Kurt Hoerhager.- Part 4 An innovation and marketing perspective – Extending the customer base.- Usinginnovation contests to master challenges of demographic change – Insights from research and practice, Angelika C. Bullinger, Matthias Rass, Sabrina Adamczyk.- We could have known better – Consumer-orientated marketing in Germany´s ageing market, Frank Leyhausen, Alexander Vossen.- Insights from practice: How Swisscom copes with the challenges of demographic change, Guenter Pfeiffer.- Japan’s growing silver market – An attractive business opportunity for foreign companies? Florian Kohlbacher, Pascal Gudorf, Cornelius Herstatt.– Appendix.