Abstract
In the current market characteristics, higher performances and adding new functions are always required for new products. Also, product design and service are considered increasing the total value of the new product. In most cases, as the method of increasing product value, product management concept focused on visible part of the products is applied for the new product development management. Especially, customer requirements and social demands change quickly, therefore product and technology life cycle time is shortened. Current product focused management is not effective for the current market characteristics. In this paper, new management concept is developed with holistic approach. Introduced strategic management concept for current market characteristics is not only focused on the physical part of the product.
