Abstract
The product development strategies at the growth stage are classified into four types of strategies; leader stragegy, proactive challenger strategy, reactive challenger strategy, and follower strategy, by analyzing the degree of product maker’s “Product Variety”, and “Product Similarity”. In short, the analysis of the characteristics of relationship between competitive products enables us to select more effective new product development management. In this report, the suggested product development strategies are applied to the current industrial market as an empirical study. The portable MD player industry is selected as the sample market to apply this analysis and strategy. The organizations in the market are ranked by the both factors, product variety and product similarity. After analyzing these factors, each organization is classified into four types of strategies.
