On Sustainable Business Model in the Digital Age

在本研究中，我们通过主要考察按摩椅的设计过程，建立了两个价值创造过程的模型。具体地说，我们研究了如何将无形的、模棱两可的舒适性概念--“Momi-aji”--转化为椅子的技术特征。通过对案例的分析，得出了“共创同步过程”和“虚拟客户同步过程”两种模式。前者的目的是作为共同创造的合作伙伴，准确把握客户的需求。后一种过程利用熟悉市场的经理，他们扮演虚拟客户的角色来创造价值。为了避免让产品与客户需求背道而驰的风险，共同创造同步过程是更好的。为了创造极具创新性的产品或减少生产周期时间和成本，虚拟客户同步过程是一流的。

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.