Title: Applying the Japanese 'thin markets' strategy to industrial new product development
Author: Donald E. Lifton, Linda R. Lifton
School of Business, Ithaca College, Ithaca, New York 14850, USA.
School of Business, Ithaca College, Ithaca, New York 14850, USA
Abstract: The 'thin markets' strategy, a marketing approach being perfected by the Japanese, advances product adoption timetables through field experience. The Japanese also lead in developing advanced ceramic material commercial applications ranging from optical to nuclear functions. The practicality of transferring a thin-markets approach to the US ceramic cutting tools industry is explored.
Keywords: product development; advanced ceramics materials; thin markets strategy; Japanese ceramics industry; ceramic cutting tools; innovation; marketing; R&D; research and development; Japan; United States; USA.
Int. J. of Technology Management, 1989 Vol.4, No.2, pp.177 - 188
Available online: 26 May 2009