Disruptive innovations and the greying market

The current shift in demographies - aging and shrinking populations - in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and continuing growth of the so-called "greying market" or "silver market". Building on Christensen\´s disruptive innovation framework, this paper discusses how these innovations could be leveraged to benefit both businesses and customers in the greying market. It offers four important propositions in this context as well as essential issues for future research.