嗜好品の開発プロセスの設計 : キリンビール「やわらか」の事例分析
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概要
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This Paper examines the New Product Development Process (NPD) of Tasty things. Tasty things have ambiguous, sticky information about human tastes, which is difficult for us to express and to transmit to others. But, at the same time, this information is sometimes critical for success of NPD, and dealing with such ambiguous information is central task for NPD of tasty things company. Since many consumer products are of recent date seeking to reflect consumer's sensuous needs, problem about ambiguous information is also critical for a variety of consumer product's company. Our central research questions are following questions: how company dealing with ambiguous information in NPD?, and what organizational processes are needed to communicate such information in NPD organization? To research how ambiguous information are collected from consumer, shared in Organization, and reflected in new product, this paper focuses on case study research of new product development process of Kirin Brewery Company's low-molt beer, "Yawaraka" Result shows that in Kirin Brewery Company, sensory research group, which has specialty in sensory evaluation test to consumer, has important role to deal with ambiguous information about consumer tastes. More specifically, through the intermediary of sensory research, the quality of using usual language in intra-organizational communications is improved. Using usual language in NPD Process, especially between marketing-R & D Interface, are effective to transmit the information about ambiguous human tastes. Although because of its ambiguity and volatility, it is usually difficult task, Sensory research provide useful language framework and heighten the comprehensibility of usual language. Also, this improving quality has significant impact on quality of sensory research itself. These results seem to suggest that there are important mutual interactions between two communications, communication between NPD and consumer, and communications in NPD organization.
- 2007-10-20