The Product Development and ValueCreation of Multi‑Purpose Products in the Market:

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  • Miyao Manabu
    Graduate School of Business Administration, Kobe University

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Other Title
  • 多義的な製品の開発と価値創出：三菱電機「蒸気レスIH」の事例研究
  • タギテキ ナ セイヒン ノ カイハツ ト カチ ソウシュツ : ミツビシ デンキ 「 ジョウキ レス IH 」 ノ ジレイ ケンキュウ
  • A Case Study of Mitsubishi Electric’s Steamless IH Rice Cooker

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Abstract

<p>Multi-purpose products generate a competitive advantage by facilitating the creation of non-functional, or emotional, values in the market. Although previous studies imply a complex relationship between the product development process of multipurpose products in an organization and the value creation process in the market, only a few researchers have examined both of these processes simultaneously. To fill this research gap, this study selects the Mitsubishi Electric’s steamless IH rice cooker to explore the development as well as the value creation process of a multi-purpose product. Studies on the new product development (NPD) process shows that an NPD team designs multiple benefits in a product through an intra-team dialogue regarding concept generation, valuation and modification. Studies on the value creation also show that the outcome of the NPD process is intertwined with the value creation process in the market through the following four mechanisms: 1) the NPD team engages in an substantial intra-team dialogue, 2) the NPD team delivers a product concept to customers through marketing, 3) the NPD team makes a message consistent with the product design, and 4) competitors introduce a product with similar benefits.</p>

Journal

  • Organizational Science

    Organizational Science 49 (3), 21-32, 2016-03-20

    The Academic Association for Organizational Science

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