Product concept creation in new business development

The conception capability for a new product concept is increasingly more important as the source of competition power for a business firm. To develop an innovative product in a new business market, which has been diversified to a different field, is a challenging and very difficult task. To succeed at the task, securing and/or training of a concept creator (hereinafter, a person who plans the concept of a new product and promotes to be a business is called a concept creator) becomes the one of the most important tasks. In the case of Kawasaki Steel Corporation (KSC) which diversified into the LSI business field, the strategy of joint use of “collaborative development” and “internal incubation” was effective to develop concept creator. Moreover, KSC established a development subsidiary that is concentrating on creating new break-through type innovative products in Berkeley, California, USA, using this methodology