Abstract
This paper portrays Christensen's "disruptive innovation" as a process of "value change" and of "product concept change." Based on the reinterpretation, two assignments of a firm which intends to develop a new product and attempts diffusing the new product into market are represented: (1) "product concept formation" and "business environment establishment" as a presentation action of the firm's subjective value, (2) "industrial value construction" as a fusion action of the each actors' value claims, which includes not only firms but also customers. It is true there is a "double uncertainty" in a series of new product development & marketing activities, but the uncertainty makes room for firms to construct favorable business environment. In such a world, it is critical for an innovator that propaganda activities are executed to propel "value change innovation."
