The customer system and new product development: The material supplier's strategy in Japan

Abstract

Who is the real customer and what does he need? Recently, as customer needs have become increasingly sophisticated and diversified, new product development competition has also intensified in many industries. In order to offer the customer new value, it is one of the most important tasks for firms to understand their relationships with their customers. © Springer-Verlag Berlin Heidelberg 2006 Printed in Germany.