Annals of Business Administrative Science
Online ISSN : 1347-4456
Print ISSN : 1347-4464
Management of flexibility in continuous product development
The case of the online game industry
Wei Huang
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JOURNALS FREE ACCESS Advance online publication

Article ID: 0180921a

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Abstract

In existing research on new product development, it has been believed that the product development by companies needs to reflect the changes in customer needs. Particularly, for products in which continual development is a characteristic, customer needs must be addressed at multiple points in time. However, by comparing the cases of two companies from the online game industry, we found that long-term performance of a company which responded flexibly suffered a drop, with the ratio of new users dropping and the user attrition rate increasing. Therefore, we believed that too much attention was paid to the requests of lead users.

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