Abstract
The purpose of this study is establishment of a conceptual model of new product concept development process. At first, we developed the conceptual model of new product concept development from two theoretical backgrounds about organizational learning. Next, in order to examine the effectiveness of the conceptual model in the business field, we applied the conceptual model to a development team and conducted research and analysis from a researcher=practitioner perspective. Consequently, a germ of ACDP cycle has been found, it was suggested that the conceptual model was possible to adapt to the development site.
