製品イノベーションにおける、ニーズとシーズの融合と顧客価値創造のメカニズムの研究

概要

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Based upon in-depth case studies of pioneering products by Japanese manufactures including Japanese word processor as a pilot case and additional nine products, a new process model was introduced to better understand the mechanism of creating customer value integrating needs and seeds in product innovation. The process model revealed that the traditional needs-pull or seeds-push dichotomy as the driver of product innovation can be sublated by “customer value-driven”, and ambiguous concept of latent needs can be replaced by more specific concept of “latent customer value”.
横浜国立大学技術マネジメント研究学会の論文