Abstract
In this study, Product-Customer Matrix is introduced after thorough literature review on the advanced concept of the value, in order to investigate how Japanese manufacturers have built the development management while emphasizing the program integrative management. For the analysis, KAO Corporation, a Japanese leading company in a household goodsindustry is chosen as an example. A series of analyses has been conducted such as a situation analysis, a situation comparison between 50 years ago and current, a comparison every ten years, and a comparison with other companies after having KAO's products input in the Product-Customer Matrix. As a result, KAO's business model boosting the synergy effect between B-to-B Processed Products market and B-to-C Completed Products market has been clarified. Moreover, it is also understood that KAO's products group for B-to-C Completed Products market has wide characteristics, therefore, KAO has established the development management in accordance with it.
