For a long time in Japan, the era of "if you make a good product, it will sell" continued.
However, since the 1970s, due to the maturation and saturation of the market and the sophistication of technology, various industries have fallen into an oversupply, and products and services made for the convenience of companies are no longer accepted.
Then, in the early 90s, the idea of emphasizing the customer's perspective and needs emerged, and business was conceived from them.
Since it increases the likelihood of securing a certain level of demand, more and more companies are adopting market-in.
So, is product development just a matter of incorporating the needs and perspectives of customers? Certainly, grasping the voice of the market and being customer-oriented is a prerequisite for corporate manufacturing.
However, this alone does not create a "core competency" product. It does not mean that product-out is an old concept and everything has been converted to market-in.
The reality is that new products are often developed and become hits through the accumulation of technical capabilities and research, but the reality is that customers do not understand themselves or what they want clearly.
New products and services that do not exist in the market need to be proposed by us.
THE SERVICE-ORIENTED OMNICHANNEL AND IOT MARKETS CONTINUE TO EVOLVE.