新商品開発戦略特論 - ds0.cc.yamaguchi-u.ac.jp

1 2011 yamaguchi UNIVERSITY. All rights reserved. 2 6O SWOT QFD 1990 Philip Kotler 6O SWOT AMA 1960

2 Philip Kotler 6O Occupants Philip Kotler Object Occasion Organization Objectives Operation B5-A4 A5-A4 $ (%)

3 3,010 30 1,750 18 1,550 16 1,250 13 1,100 11 750 11 490 5 9,900 100 , 196p Innovators Early Adopters Laggards Early Majority Late Majority Innovators Early Adopters Early Majority Late Majority Laggards Early Adopters Early Majority Early Adopters Early Majority

4 SWOT (Strength) (Weakness) (Opportunity) (Threat) SWOT (Product) (Price) (Place) (Promotion) HACCP Hazard Analysis and Critical Control Point RoHS EU REACH Registration, Evaluation, Authorisation and Restriction of Chemicals / EU 6 (Market-pull) (Technology-push)

5 Pre-commercialization R. G. Cooper, E. J. Kleinschmidt, Industrial Marketing Management, 22, 1993 6 R. G. Cooper, E. J. Kleinschmidt, Industrial Marketing Management, 22, 1993 Market-pull Market-pull R&D R&D R&D R&D go/no go Song, Neeley, Zhao, Industrial Marketing Management, 25, 1996 (1)

6 (2) SiLK 2 (Customer Solution) (Cost to the customer)

7 (Convenience) (Communication) (Robert Lauterborn 1990) (Product) (Price) (Place) (Promotion) SWOT 6O (Product policy) Quality Function Deployment 6O QFD 6O SWOT

8 4 QFD 2 ( ) (industrial marketing) BtoB marketing BtoC marketing 1 1

9 PR (Hakansson, 1982) 4P % % % % % % % % % % % % % % % % % %

10 100 % 100 % 100 % 105% 105 105% 105