制度との対話としての商品開発 : 損害保険会社による確定拠出年金用商品の開発
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概要
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In this paper, I clarify how firms develop products or services to cope with institutional changes and what is important for firms to be competitive through product development in a regulated industry. It is important to consider technical and market factors in product development. However in regulated industries, firms must also consider institutional factors. Nonetheless, little attention has been given to the relationship between institutional factors and product development processes. The framework of this study is based on previous studies that discuss the relationship between organizations and institutions. From these studies, I show two strategies that cope with institutional factors in product development. The first is an effective coping strategy, and the second is an institutional environment design strategy. This paper focuses on the product development of a Defined Contribution Pension to cope with changes in the legal system by a general insurance company. One of the notable features of this case is that the entry into the Defined Contribution Pension business and product development process overlap with changes in legislative processes. To describe the development process, I collected data from interviews with a product planner and project, manager of general insurance company A. The company embraced effective coping strategy and an institutional environment design strategy in this case. Consequently, the firm completed the development of the product around the same time as the implementation of the law. The main contribution of this study is it shows the importance of the strong project leader to execute these strategies. In order to develop a product rapidly under strong institutional pressure, it is necessary to cope with the institutional pressure, in addition to developing a clear product concept and coordinating a development team. For this, the firm needs a strong project leader who creates a vision of institution based on the perspectives of governments and rival companies.
- 2010-04-30
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