Creative Marketing for New Product and New Business Development

The following sections are included:

• Foreword

• Contents

The following sections are included:

• From the Age of Information to the Age of Information Communication (Network)

• A Course of Action for Companies in the Ubiquitous Age

• Development and Deployment of Three Business-Intelligence (BI) Type Information (Management) Systems

• References

The following sections are included:

• The Modern Enterprise and R&D
  • The necessity of R&D
  • International comparison of R&D investment
  • International comparison of product architecture
  • Innovation and economic progress
  • Governmental policy on technology
  • R&D challenges facing the Japanese company

• Management Strategy and Its Relationships with R&D and Product Development Management
  • Requirements for the Management of Technology (MOT)
  • Corporate strategy and R&D
  • Competitive strategy and R&D
  • Product strategy and R&D engineering
  • Marketing research for new product development
  • R&D alliances and outsourcing

• References

The following sections are included:

• Planning and Selecting R&D Projects
  • Recognition of existing product/business circumstances
  • The search for new product and new business themes
  • Prioritization of new product and new business themes and selection of R&D projects
  • Preparations for R&D projects

• Operational Management and Evaluation of R&D Projects
  • Framework for starting and implementing projects
  • Continuing projects (delaying and extending): Criteria for termination
  • Terminating unsuccessful projects
  • Evaluation of a project's success/failure, and the evaluation system
  • The standardization (packaging) and withdrawal of successful projects

• References

The following sections are included:

• Systematization and Assetization of Technological and R&D Information
  • An approach to the systematization of information
  • Systematization and assetization of keywords
  • Charting and patterning as means for systematizing
  • Compiling keywords into a thesaurus
  • Evaluating the efficiency of information retrieval systems
  • Reinforcement through the assetization of information

• Systematization and Assetization of Market Development Information
  • Differences between market development information and information/R&D information
  • Systematization and assetization of market development information
  • Balance between R&D information and market development information
  • Assetization of market development information
  • Impact of systematizing management strategy (development) information
  • From systematizing to assetizing management strategy (development) information
  • A means for promoting the assetization of management strategy (development) information
  • Reinforcement of the interrelationships between management strategy information, market development information, technology information, and R&D information
  • Centralized/decentralized systems for a variety of information

• References

The following sections are included:

• Considerations for Acquiring and Selecting Data from Sources of Information
  • Published and unpublished information
  • Difficulties of acquiring data from sources of information
  • Four basic considerations for selecting information sources

• The Relevance between Information Sources and Basic Research
  • The significan ce of the gene (technical features) map
  • Case examples

• Relevance between Sources of Information and Applied Research
  • Matching needs with seeds (synchronization)
  • Thesaurization of keywords
  • Technical relation analysis

• Effective R&D and Personnel Training Management
  • Effective criteria for evaluating R&D projects
  • Effective evaluation organizations for projects
  • Personnel training management

• References

The following sections are included:

• The Beverage Business Today
  • The beverage selling space is very crowded
  • The philosophy of new product development

• Investigating the Marketplace
  • Left-brain analysis and right-brain analysis
  • Situational understanding and hypothesis construction
  • Interviewing experts
  • Redefining the value of health
  • Compilation of keywords

• Oriental Way of Thinking
  • China, a country that manages health through tea
  • Consumer awareness of traditional Chinese medicine
  • Changing the way of thinking from a Western one to an Oriental one

• Sorting Out Development Requirements
  • Who should be offered detoxification by Chinese medicine?
  • Innovation committee

• Towards Commercialization Development of the Formula, Name, and Packaging
  • Rethinking formula development
  • Collaboration with Nihondo
  • A formula that restores the circulation of qi (vigor), blood, and water
  • Naming
  • Packaging
  • Observing fads by becoming a consumer
  • Collaboration with Sony Digital Design
  • Final bundle research

• Information Transmission of "Karada Meguri Cha™"
  • Basic strategy
  • Fusion between mass marketing and buzz marketing

• Conclusion

• Acknowledgments

The following sections are included:

• Web Recommendation Engine
  • What is a recommendation?
  • The history of recommendation
  • Types of recommendation engines
  • The web recommendation engine "Bull's Eye"

• Product Recommendation Website "Oshiete! Kaden"
  • What is "Oshiete! Kaden"?
  • Three recommendation features
  • Search by specification and keywords
  • Offering useful information

• The Role of Information Search in the Business Development of "Oshiete! Kaden"
  • The back story that led to business development
  • Business development and information search
  • The phase of determining the business plan and specifications

• The Role of Information Management in the Development Phase of the "Oshiete! Kaden" Website
  • Information sharing
  • Version control
  • Bug control
  • Regarding security when utilizing tools

• The Role of Information Management in the Early-Phase Operations of "Oshiete! Kaden"
  • User survey
  • Access log analysis
  • Competitive research

• Acknowledgments

• References

The following sections are included:

• The Current Situation of Robots
  • What is a robot?
  • The history of the robot
  • Robot development in Japan and future challenges that should be heeded
  • Technology and Japan's competitive advantage required for the development of robots

• Robots That Pursue Function
  • Significance of maintaining the external environment
  • Second-generation robots that recognize environments
  • From pre-arranged environments to natural environments
  • The role of information search in robot development

• Robots That Take Intelligence into Consideration
  • The brain and the computer
  • The approach of making machines having "intellect"
  • Partner robots

• Development of a Robot at the Global Cutting Edge

• Acknowledgments

• References

The following sections are included:

• Occurrences of Accidents Related to Goods for Home Use

• Crisis Management in the Cases of Company M and Company P
  • Crisis management of Company M
  • Crisis management of Company P

• Risk and Crisis Management in Business Organizations
  • Thoughts on risk management that should apply throughout an entire organization
  • System architecture guidelines/efficacy evaluations
  • Stages of crisis management
  • Implementation process of crisis management

• Conclusion

• References

The following sections are included:

• Afterword

• About the Authors

• Index