Creative Marketing for New Product and New Business Development

Contents......Page 14
Foreword......Page 6
1. Introduction......Page 18
1.1 From the Age of Information to the Age of Information Communication (Network)......Page 19
1.2 A Course of Action for Companies in the Ubiquitous Age......Page 22
1.3 Development and Deployment of Three Business-Intelligence (BI) Type Information (Management) Systems......Page 26
References......Page 30
PART 1: GENERAL OUTLINE SECTION......Page 32
2.1.1 The necessity of R&D......Page 34
2.1.2 International comparison of R&D investment......Page 37
2.1.3 International comparison of product architecture......Page 39
2.1.4 Innovation and economic progress......Page 40
2.1.5 Governmental policy on technology......Page 42
2.1.6 R&D challenges facing the Japanese company......Page 43
2.2.1 Requirements for the Management of Technology (MOT)......Page 46
2.2.2 Corporate strategy and R&D......Page 47
2.2.3 Competitive strategy and R&D......Page 49
2.2.4 Product strategy and R&D engineering......Page 50
2.2.5 Marketing research for new product development......Page 52
2.2.6 R&D alliances and outsourcing......Page 54
References......Page 56
3.1.1 Recognition of existing product/business circumstances......Page 58
3.1.2 The search for new product and new business themes......Page 71
3.1.3 Prioritization of new product and new business themes and selection of R&D projects......Page 80
3.1.4 Preparations for R&D projects......Page 82
3.2.1 Framework for starting and implementing projects......Page 84
3.2.2 Continuing projects (delaying and extending): Criteria for termination......Page 88
3.2.3 Terminating unsuccessful projects......Page 91
3.2.4 Evaluation of a project’s success/failure, and the evaluation system......Page 93
3.2.5 The standardization (packaging) and withdrawal of successful projects......Page 97
References......Page 100
4.1.1 An approach to the systematization of information......Page 102
4.1.2 Systematization and assetization of keywords......Page 105
4.1.3 Charting and patterning as means for systematizing......Page 108
4.1.4 Compiling keywords into a thesaurus......Page 110
4.1.5 Evaluating the efficiency of information retrieval systems......Page 113
4.1.6 Reinforcement through the assetization of information......Page 116
4.2.1 Differences between market development information and information/R&D information......Page 119
4.2.2 Systematization and assetization of market development information......Page 122
4.2.3 Balance between R&D information and market development information......Page 125
4.2.4 Assetization of market development information......Page 126
4.2.5 Impact of systematizing management strategy (development) information......Page 129
4.2.6 From systematizing to assetizing management strategy (development) information......Page 132
4.2.7 A means for promoting the assetization of management strategy (development) information......Page 134
4.2.8 Reinforcement of the interrelationships between management strategy information, market development information, technology information, and R&D information......Page 136
4.2.9 Centralized/decentralized systems for a variety of information......Page 139
References......Page 141
5. How to Advance R&D, New Product Development, and New Business Development: Requirements That Should Be Taken into Consideration Towards These Ends......Page 144
5.1.1 Published and unpublished information......Page 145
5.1.2 Difficulties of acquiring data from sources of information......Page 146
5.1.3 Four basic considerations for selecting information sources......Page 147
5.2.1 The significance of the gene (technical features) map......Page 150
5.2.2 Case examples......Page 155
5.3 Relevance between Sources of Information and Applied Research......Page 156
5.3.2 Thesaurization of keywords......Page 157
5.3.3 Technical relation analysis......Page 160
5.4.1 Effective criteria for evaluating R&D projects......Page 162
5.4.2 Effective evaluation organizations for projects......Page 164
5.4.3 Personnel training management......Page 165
References......Page 168
PART 2: PRECEDENTS OF NEW PRODUCT/ NEW BUSINESS DEVELOPMENT......Page 170
6.1.1 The beverage selling space is very crowded......Page 172
6.1.2 The philosophy of new product development......Page 173
6.2.1 Left-brain analysis and right-brain analysis......Page 175
6.2.2 Situational understanding and hypothesis construction......Page 176
6.2.3 Interviewing experts......Page 178
6.2.4 Redefining the value of health......Page 179
6.2.5 Compilation of keywords......Page 183
6.3.1 China, a country that manages health through tea......Page 185
6.3.2 Consumer awareness of traditional Chinese medicine......Page 187
6.4.1 Who should be offered detoxification by Chinese medicine?......Page 188
6.4.2 Innovation committee......Page 193
6.5.1 Rethinking formula development......Page 194
6.5.2 Collaboration with Nihondo......Page 196
6.5.3 A formula that restores the circulation of qi (vigor), blood, and water......Page 198
6.5.4 Naming......Page 199
6.5.6 Observing fads by becoming a consumer......Page 201
6.5.7 Collaboration with Sony Digital Design......Page 202
6.5.8 Final bundle research......Page 206
6.6.1 Basic strategy......Page 207
6.6.2 Fusion between mass marketing and buzz marketing......Page 208
6.7 Conclusion......Page 211
Acknowledgments......Page 212
7.1.1 What is a recommendation?......Page 214
7.1.2 The history of recommendation......Page 215
7.1.3 Types of recommendation engines......Page 216
7.1.4 The web recommendation engine “Bull’s Eye”......Page 218
7.2.1 What is “Oshiete! Kaden”?......Page 219
7.2.2 Three recommendation features......Page 221
7.2.4 Offering useful information......Page 228
7.3.1 The back story that led to business development......Page 231
7.3.2 Business development and information search......Page 236
7.3.3 The phase of determining the business plan and specifications......Page 238
7.4.1 Information sharing......Page 251
7.4.2 Version control......Page 252
7.4.3 Bug control......Page 254
7.5.1 User survey......Page 255
7.5.2 Access log analysis......Page 256
7.5.3 Competitive research......Page 257
References......Page 258
8.1.1 What is a robot?......Page 260
8.1.2 The history of the robot......Page 262
8.1.3 Robot development in Japan and future challenges that should be heeded......Page 265
8.1.4 Technology and Japan’s competitive advantage required for the development of robots......Page 267
8.2 Robots That Pursue Function......Page 268
8.2.1 Significance of maintaining the external environment......Page 269
8.2.2 Second-generation robots that recognize environments......Page 271
8.2.3 From pre-arranged environments to natural environments......Page 274
8.2.4 The role of information search in robot development......Page 277
8.3.1 The brain and the computer......Page 279
8.3.2 The approach of making machines having “intellect”......Page 282
8.3.3 Partner robots......Page 284
8.4 Development of a Robot at the Global Cutting Edge......Page 287
References......Page 291
9.1 Occurrences of Accidents Related to Goods for HomeUse......Page 294
9.2.1 Crisis management of Company M......Page 297
9.2.2 Crisis management of Company P......Page 302
9.3.1 Thoughts on risk management that should apply throughout an entire organization......Page 309
9.3.2 System architecture guidelines/efficacy evaluations......Page 311
9.3.3 Stages of crisis management......Page 314
9.3.4 Implementation process of crisis management......Page 316
9.4 Conclusion......Page 319
References......Page 321
Afterword......Page 322
About the Authors......Page 326
Index......Page 330