Title: Technology development strategy for radical product meaning

Authors: Satoru Goto; Shuichi Ishida

Addresses: Graduate School of Technology Management, Ritsumeikan University, 111 Noji-higashi, Kusatsu, Shiga, 5258577, Japan ' Graduate School of Technology Management, Ritsumeikan University, 111 Noji-higashi, Kusatsu, Shiga, 5258577, Japan

Abstract: Product meaning is important for consumers. Although there exists a substantial amount of research concerning product meaning, the issue that has centred on the relationship between technology and meaning has remained. In this paper, we examine how the companies conducted their technology development aimed at improving product specifications or generating new meanings (improving product languages) for consumers. To this end, we propose a framework that describes an association between technologies and meanings. A case study within the plasma display panel (PDP) industry raises the possibility that mainstream research has shifted from a focus on specifications to a focus on languages. Further, as the growing diffusion rate of PDP, as well as a quantitative analysis of patents described in this paper, illustrate that Japanese manufacturer Panasonic has engaged in both technological and design research concurrently. Results show that technological research and design research are mutually dependent.

Keywords: design driven innovation; technological research; design research; product meaning; plasma display panels; PDPs; flat panel displays; FPDs; Japan; Panasonic; flat screens; electronics industry; consumers; innovation; product development; product design; technological development; product specifications; product languages; quantitative analysis; patents.

DOI: 10.1504/IJBSR.2014.065017

International Journal of Business and Systems Research, 2014 Vol.8 No.4, pp.402 - 418

Received: 31 Oct 2013
Accepted: 31 Mar 2014
Published online: 30 Sep 2014 *

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