戦略的製品開発 : 組織における新製品開発の意義

抄録

In this paper, I propose the concept of "strategic development of new products". Generally, a company tries to develop new products in order to improve its financial performance. Strategic development of new products, however, does not mean new products development (NPD) activities which intend only short-term financial performance. That means NPD activities as a driver which renovates organizational capabilities and builds up sustained competitive advantage. Organizational capabilities enable a company to create innovative new products. At the same time, the organizational capabilities are renovated through the organizational learning in the process of NPD. The renovated organizational capabilities are utilized as the source of innovation for the future. That is, based on the renovated organizational capabilities, the company strives for further NPD activities and creates new market. Such cyclical process means that feedback loop between rejuvenation of NPD activities and renovation of organizational capabilities is formed in organization. As this feedback loop works actively, the company can develop sustained competitive advantage. As the research method, first discussion is the review of previous studies about the relationship between NPD and organizational capabilities. Second discussion is the quantitative analysis to the hypothesis which deduced from the literature review. For this quantitative analysis, the statistic tool which is called QAQF (Quantitative Analysis for Qualitative Factors) is used. As the conclusion, a significant of NPD in organization can be found out in the relation that rejuvenation of NPD activities stimulates renovation of organizational capabilities through the organizational learning in the process of NPD. The feedback loop in strategic development of new products, for a company, is the source which creates sustained competitive advantage and new customer value.