Abstract
After products are introduced into a target market, the market condition changes into four stages of product life cycle with time progress. The effective new product development management during growth and maturity stages improves product profitability. Obtaining the advantage in a growth stage depends on the quick response to a fast growing market and new entry products. In the case of maturity stage, exact response to the voice of customer is the key to keep the strategic market position. In this research, effective method of strategy transition between both stages are considered. The transition method is developed by consideration of traditional marketing strategy and recent customer characteristics.
