Abstract
The purpose of this study is to empirically examine whether technological overshooting in the sphere of product characteristics existed in the Japanese flat-screen TV market between 2006 and 2010, by using hedonic approach. "Technological overshooting" is the term used to describe the phenomenon of excessive competition for product characteristics that do not have an effect on consumer satisfaction. Technological overshooting has received attention in the purview of technology management, but there has been little empirical research on the subject. Thus, we suggest an empirical framework for identifying technological overshooting and apply it to the Japanese flat-screen TV market. The result shows that technological overshooting has not been confirmed in product attributes. However we determined that the average price of a TV is dropping continuously.
