In the evolution process of a long-term market, "Reactivation phenomenon" means re-growth of the demand by some kind of action from stagnation or the state that declined. We try to perform a dense description about the mechanism of the reactivation through publication data about trends of the market around the aero-engine and the market concerned. And we also try to act for the construction of the theoretical hypothesis not to be kept only in the viewpoint to defeat other brands by offering a product with the competitiveness to the customer, and to acquire the demand for our product by arguing from a point of view called competition and the cooperation by the convention company group. In other words, we consider new development of the generic marketing to collaborate while convention company group works together in competition in order to bring up demand for whole product category about definition of the market. The demand for aero-engine market was delayed, and this study became clear that Japan and European and American convention company group developed new jet engine which joint. We tried to clarify a factor to motivate joint development which need the investment of large-scale fund and facilities while demand fell.