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Reframing of Product Position Rescues the Strategy at the Lifecycle Management

Abstract : 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.
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Makoto Takayama, Tadashi Takayama. Reframing of Product Position Rescues the Strategy at the Lifecycle Management. 11th IFIP International Conference on Product Lifecycle Management (PLM), Jul 2014, Yokohama, Japan. pp.497-506, ⟨10.1007/978-3-662-45937-9_49⟩. ⟨hal-01386557⟩

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