Abstract
The aim of this paper is to examine the product development of the traditional manufacturing company in Japan. The target of the study is Inoue Buddhist Altar Shop that was established in 1901. This company has created original products that made use of the Hikone craftsmens techniques. This paper studies the “Black & Gold Collection” that is the Inoue Buddhist Altar Shop’s first brand. This brand is made up of five product categories(flower vase, wall hanging, table/rack, storage box, illumination). This brand also has a good reputation in foreign countries. For these reasons, this paper examines the “Black & Gold Collection” brand strategy. Specifically, it examines product related activities and product characteristics. As a result of doing this examination, it became clear that Inoue Buddhist Altar Shop reduced the product development risk by cooperating with various actors. On the other hand, it was revealed that Inoue Buddhist Altar Shop had problems in areas such as a product concept and design.
