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| Author: | Czinkota, M. Kotabe, M. |
| Title: | Product development the Japanese way. |
| Journal: | Journal of Business Strategy
1990 : NOV/DEC, VOL. 11:6, p. 31-36 |
| Index terms: | PRODUCT DEVELOPMENT JAPAN |
| Language: | eng |
| Abstract: | USA-style product innovation has placed major emphasis on pure research. By comparison, incremental improvement in products and manufacturing processes were neglected and relegated to applied research. The Japanese approach to product development emphasizes continual technological improvement aimed at making an already successful product even better for customers. The marketplace becomes a virtual R&D laboratory for Japanese firms to gain production and marketing experience as well as to perfect technology. In the USA, cost reduction and quality improvement are often thought to be contradictory objectives, while Japanese firms see them as parallel ones. |
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