Product development and business models for optical compensation film used in liquid crystal displays

Fuji Photo Film Co. Ltd.’s “Wide View Film”

Abstract

This paper examines the processes and management behind successful product development in the functional chemical industry: Fuji Photo Film’s “Wide View Film” used in liquid crystal displays. The analysis reveals that the collection of accurate information about needs based on the direct “customer of the customer” approach led to the success of the business. Furthermore, devices and business models such as a “simple product strategy” and “prior provision of product development information” were formulated and implemented after the products were successfully developed.