Product Development the Japanese Way
Michael Czinkota
(Faculty of international marketing at Georgetown University)
Masaaki Kotabe
(Faculty of marketing at the University of Texas at Austin)
356
Abstract
The Japanese approach to product development emphasizes continual technological improvement aimed at making an already successful product even better for customers. Is it time for U.S. companies to take some lessons from Japan?
Citation
Czinkota, M. and Kotabe, M. (1990), "Product Development the Japanese Way", Journal of Business Strategy, Vol. 11 No. 6, pp. 31-36. https://doi.org/10.1108/eb039386
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited