Product development concept with product sustainability

Traditional customer´s requirements for the new product development are product quality, cost, and delivery. Also, as the product quality, product performance and functions are most important factors for a long time. The new product must satisfy the customer requirements always. Moreover, several emerging new social and market trend such as ecological problems are also satisfied at the same time in the recent product development environment. This paper defines the concept for solving the societal issue such as environmental problems by marketing focused approach. The introduced approach shows the new type of business model to satisfy customer and community. It is emerging subject of the marketing and business field. The three factors are applied to define the strategies for sustainable product development. The factors are: 1. Product performance and function as product innovation, 2. Product attractiveness such as product concept, style, communication system, and/or after-sales service as service innovation, 3. Product competitiveness as value innovation. In this research, first redefine the sustainable product development concept. It is the business sustainable model to satisfy the customer and community issue. The paper defines the several practical methods of sustainable product development by using the three factors.