2018 年 7 巻 2 号 p. 75-80
New product development is deeply influenced by environmental changes in markets and technologies. To achieve success, companies must adapt their products to these changes during the process of product development. Previous research has been conducted from the perspective of the flexibility, mainly explored how to flexibly adapt to environmental changes. With the servicization of product, the project of product development has increasingly become a long-term continuous process, which enabled multi-temporal interactions with users during the project. However, the product development management literature is not enough to explain the management of flexibility in these processes. Therefore, the paper intends to investigate strategies and managerial practices in continuous process of product development and provide important insights into the role of flexibility, by examining the cases of two online game development companies in Japan, which are characterized by the continuous development process. Focusing on the process of game development, this paper provides exploratory hypotheses that the improvement of the flexibility may not contribute to the product performance. Moreover, the paper shows the possibility that two different development strategies and styles exist in online game industry.