A Research on Iterability of Value Dimension Change in New Product Development Process
A Research on Iterability of Value Dimension Change in New Product Development Process
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DOI：
10.1109/ice/itmc-iamot55089.2022.10033165
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发表时间：
2022-06
期刊：
影响因子：
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通讯作者：
K. Yamazaki
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文献类型：
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作者：
K. Yamazaki
本文的目的是通过对反复开发偏离行业主导产品规格的产品的公司的新产品开发分析，阐明不断开发与现有产品价值维度不同的产品的机制。以往的研究虽然对价值维度转移过程、转移终点及其组织管理进行了考察，但研究对象仅限于单轮价值维度转移。因此，本文尝试以卡西欧计算机有限公司在数码相机行业开发的三款产品EX-S1、EX-F1和EX-TR100为例，探讨多值维度转移机制。结果表明，公司特定的产品观在导致价值维度转变的产品开发中发挥着重要作用。当企业在现有价值维度上面临竞争劣势时，现有产品开发与企业特定产品观之间的差异就会变得明显。这使得基于现有价值维度的产品开发重新思考并引领基于新价值维度的产品开发。此外，企业特定的产品视图为产品开发人员在尝试创造新的价值维度时提供产品开发的标准，并参考企业特定的产品视图来确定产品组件之间的优先级。此外，本研究表明，能够实现持续价值维度转变的产品开发组织使组织成员的流动性较低，并且领导者和追随者对产品开发的持续承诺能够持续很长时间。这种组织管理使得在整个产品开发组织中共享公司特定的产品视图成为可能，并且两个产品开发项目（价值维度改进型产品和价值维度变化型产品）可以在一个产品开发组织内共存。
The purpose of this paper is to clarify mechanisms whereby products with value dimension differing from those of existing products are continually developed, via analysis of new product development by companies that have, repeatedly, developed products that deviate from the industry's dominant product specifications. In previous researches, although value dimension shift processes, shift endpoints, and its organizational management have been investigated, research targets were limited to a single round of value dimension shift. Therefore, this paper attempts to examine a multiple value dimension shift mechanism using the case study of three products -EX-S1, EX-F1 and EX-TR100-developed by Casio Computer Co., Ltd. in the digital camera industry. The results shows that the firm-specific product view plays an important role in product development that leads to value dimension shift. When the firm faces the competitive disadvantage in the existing value dimension, the discrepancy between the existing product development and the firm-specific product view becomes apparent. This causes the product development based on the present value dimension to reconsider and leads the product development based on new value dimension. In addition, the firm-specific product view provides product developers with criteria of product development when they attempt to create new value dimensions, and they refer to the firm-specific product view to determines the priority among the product components. In addition, this research indicates that product development organization that enables continual value dimension shift keeps mobility of organizational members low and continuous commitment of leaders and followers to the product development last for a long time. This organizational management makes it possible to share the firm-specific product view throughout product development organization, and two product development projects, value dimension improvement-type products and value dimension change-type products, can coexist within one product development organization.