Host: The Japan Society for Management Information
The process of changing the product concept had not been clarified however numerous attempts have been examined the change of the product concept after the dominant design is formed. This research assumes the focus of the analysis to be an individual firm, and to clarify the process. Casio Computer is taken up as a research target. As a result of the case study, it has been understood that the change in a surface product feature had occurred because of the change of the product concept of the depths. It was "thoughtway of the product differentiation" to make the product concept change with which Casio had formed for a long time. It provided this made the change of the product concept, and this thoughtway caused the change of the product concept it was since the dominant design formation.
