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.
CITATION STYLE
Takayama, M., & Takayama, T. (2014). Reframing of product position rescues the strategy at the lifecycle management. IFIP Advances in Information and Communication Technology, 442, 497–506. https://doi.org/10.1007/978-3-662-45937-9_49
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