魅力的な製品・サービスの継続的創造に向けて私たちが改めるべき価値観と高めるべき能力

抄録

Now, price competition has become a serious problem in a variety of industries. In order to get rid of this situation, it is necessary for companies to create new compelling and unique values continuously. However, the successful experience of the catch-up style in the 80s, seems to make companies difficult to create new compelling and unique values. This paper as the first of the series, tries to clarify the current situation and challenges about the development of new products and services, using survey on actual situation of organizations. The differentiation strategy in the future should aim not to "differentiation of the product specifications". The most important thing is "differentiation of value dimension". This idea requests a new methodology to TQM. TQM has greatly improved and enhanced "the ability to understand current situations" and "the ability to pursue causes". However, in order to create new value dimensions, only these two abilities are not sufficient. So, this paper considers the following two points. One is, what values we have to change in order to create new value dimension. And theother is, what ability we should enhance in the future.