On Sustainable Business Model in the Digital Age

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In this research, we develop two models of the value creation process by examining mainly the design process of massage-chair. Specifically, we studied how the intangible and ambiguous notions of comfortableness called "momi-aji" were transferred into the technical characteristics of the chair. Analysis of case studies resulted in two models called "co-creation synchronization process " and "virtual customer synchronization process". The former process aims to grasp the exact needs of customers as the co-creation partner. The latter process utilizes managers acquainted with the market, who acts as a virtual customer to create the value. To avoid the risk of making products divergent from customer needs, the co-creation synchronization process is superior. To create drastically innovative products or to reduce production cycle time and cost, the virtual customer synchronization process is superior.