Title: Customer value creation through customer-as-innovator approach: a case study of video processing LSI development

Authors: Mitsuru Kodama, Hideo Ohira

Addresses: Department of Management, College of Commerce, Nihon University, 5-2-1 Kinuta Setagaya-ku, Tokyo 157-8570, Japan. ' Mobile Media, Business Japan, nVIDIA 2-2-1-1, Minato Mirai, Nishi-ku Yokohama, Kanagawa 220-8121, Japan

Abstract: Changes in the business process brought about by the Customer-as-Innovator approach in some fields of product and service development have been making progress in recent years. This approach has the potential to realise dramatic improvements in development cost cuts, development times, and production volume for customers, developers, and producers. It may also enable significant reforms in existing value chains. This paper describes a case study involving the development of a multimedia video processing system LSI, positioned as a key semiconductor device in information networks of the future. This paper examines and analyses how advances in system LSI toolkits and other areas have been bringing about a shift in the system LSI development process from developers and producers (order recipients) to customers (order issuers).

Keywords: innovation; customer value creation; customer-as-innovator; video processing LSI development; value chains; multimedia; semiconductor manufacture; customer needs; customer requirements; product development; service development.

DOI: 10.1504/IJIL.2005.006297

International Journal of Innovation and Learning, 2005 Vol.2 No.2, pp.175 - 185

Published online: 15 Feb 2005 *

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