ارشد به عنوان یک چالش برای شرکت های نوآورانه

The aim of this study is to discuss challenges faced by business in the development of the segment of the seniors. The research emerged from the deeper studies into the national and foreign literature. The main goal of field research was to study attitudes and behaviors of the seniors towards innovations. The research proved that contrary to stereotypical opinions, the researched seniors from Lubuskie Province have a positive attitude towards innovations, especially the market of food products. The obtained results can serve as a basis for the formulation of marketing strategies by entrepreneurs working in the silver sector.