デジタル社会の新製品開発

抄録

The development and spread of digital technology has changed the digital environment, resulting in what may be described as a digital society. These events have caused significant changes in new product development and overall marketing. Changes related to new product development in the digital society can be roughly divided into two categories. First, changes in products themselves include the appearance of “digital goods” such as software (e.g., applications and games), content (e.g., music and movies), and information (e.g., weather forecasts and news); and “smart products” such as smartphones and smart speakers that are connected to the Internet and have small PCs built in. On the other hand, changes in product development methods include the emergence of “digital design” using tools such as CAD and analysis packages; “co-creation with external parties” such as open innovation, crowdsourcing, and crowdfunding; and “co-creation with AI and generative AI” using ChatGPT and Stable Diffusion. This special issue features five recent studies that capture the development of new products in the digital society.