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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 services to create a sense of community. Adopting a qualitative approach, the researchers visited 15 Senior Citizens Learning Centers (SCLCs) in Taiwan, and employed semi-structured interview methods to probe selected interviewees’ insights. This resulted in the identification of four key strategies for CoPs’ marketing efforts, all of which work best if governed by a quality process known as legislating peripheral participation (LPP), which is grounded in co-construction. Specifically, it was found that an SCLC with a unique and high-quality LPP process can not only attract senior citizens’ participation, but also transform their roles from customers to volunteers. The study also assesses whether and how well the four identified strategies can be implemented simultaneously, along with their implications for Marketing 4.0 and for the management of senior citizen–specific CoPs. On a theoretical level, this study highlights the differences between the educational concept of co-construction and the Marketing 4.0 concept of co-creation: with the former being a mutual engagement that integrates buyers and sellers into a cooperative interaction. This process, which takes into account the growth of group identity, individuals’ sense of meaning, and marketing potential, is an important force in Marketing 4.0 that transforms customers into advocates.

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A community of practice is an important mechanism to integrate participants' learning and knowledge. However, little research has discussed the concept of shared repertoire within a community of practice, to say nothing of looking at this concept from the angle of older adults' learning. In order to close the gap, this article tried to indicate key elements of forming a shared repertoire within the context of older adults' communities of practice. The researchers explored older adults' interactions within Chinese music groups in Taiwan by using qualitative approaches, including the semi-structured interview method and the observation method. Five Chinese music groups in the southern Taiwan area were visited, while a total of 20 interviewees were recruited. The researchers interviewed four persons in each musical group, namely the leader, two old-timers and a newcomer. The findings supported Wenger's arguments about shared repertoire and contribute to gerontology education. The arguments highlighted the importance of leadership and shed light on the relationship between particular structured and unstructured learning behaviors. Some keys about facilitating older adults' communities of practice were also identified in this research.