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Published in:
2014 | OriginalPaper | Chapter
Reframing of Product Position Rescues the Strategy at the Lifecycle Management
Authors : Makoto Takayama, Tadashi Takayama
Published in: Product Lifecycle Management for a Global Market
Publisher: Springer Berlin Heidelberg
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This paper shows the role of reframing product position at the lifecycle management. From surveys on the products of the leaders, it became evident that win-lose is determined by the competitiveness between a new product and the marketed products of the leaders. The result is that existing products inhibit the development of indirectly competitive new products. To explain win-lose in the NPD, the role of “reframing product position” is proposed. The conclusion is that reframing product position rescues the strategy at the lifecycle management.