Product Management Strategies for a Technology Product Market

In the current major process of new product development, most of the products are developed to satisfy the customer´s expectations of product performance and functions. Also, it is still the most effective basic concept to develop the new products. But, in the recent fast moving market trend, organizations are facing to the difficulties of following the customer expectations. In this paper, from the view of strategic product development, the new concept with three product related strategic competitive factors such as technology, feature, and product style is introduced. This new competitive concept brings to have more selections to compete in the market. By managing the three factors, organizations are able to define more suitable competitive method in the technology product market. In this research, first, conceptually define the several strategic new product management concepts which are suitable for the current technology product market by using introduced three factors. Then, as the case study, digital camera industry is selected. The developed strategy concept and three factor analysis is applied to this sample market. The major products in the market are characterized by the three factor analysis and defined the strategic competitive positioning.