Senior citizens' communities of practice (CoPs) in Taiwan focus on the sharing of experiences and expertise, and engagement with issues of mutual concern. Because most of their members have a wealth of social experiences, as well as the time and strong motivation to learn new skills, these CoPs have strong potential to become learning environments…

Based on an exploration of the marketing strategies employed in senior citizens' communities of practice (CoPs), this study proposes that the concept of co-construction derived from learning theory is indispensable in Marketing 4.0, which builds on offline and online interaction between and among consumers and the providers of particular goods and…