نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی- دانشکده مدیریت و حسابداری- دانشگاه شهید بهشتی
2 استادیار مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The aging of Iran's population, as a structural transformation, has reshaped the demand pattern across various markets and given rise to two distinct categories of businesses: declining businesses and emerging, high-demand businesses. The objective of this study is to explore these two spectrums, while identifying the structural and governance barriers hindering the development of the latter. Employing a qualitative method with an inductive strategy and exploratory-field design, semi-structured interviews were conducted with 18 experts in the fields of aging, health economics, social marketing, and public policy, using purposive sampling until theoretical saturation was achieved. Data analysis was performed using Braun and Clarke's (2006) thematic analysis method. The findings were categorized into four main themes: (1) declining demand in youth-oriented industries, with the highest frequency in child-related industries and high-energy entertainment; (2) growing demand in health-oriented services, with complete consensus on in-home medical services and elderly mental health; (3) innovative products and services, focusing on long-term care insurance and remote monitoring technologies; and (4) structural governance challenges, centering on the lack of an integrated care system, shortage of specialized workforce, and legal barriers. The main results of this research, by providing a comprehensive categorization of growing and declining businesses in Iran's aging context and precisely identifying governance barriers as the main bottleneck for market development, can serve as a platform for businesses and investors to move toward addressing the needs of this growing segment of Iranian society.
کلیدواژهها [English]
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