Translated from Japanese by Prem Motwani, Jawaharlal Nehru University; xi, 251p., 23 cm. (First Edition published in 2001, Japan)
CONTENTS:- Preface; Part I: Fact-Finiding : 1. Understanding Market Initiating Products (MIPs); 2. Case Studies of New Products; 3. Status of MIPs; 4. Why MIPs Maintain Superiority over a Long Period - Analysis of 973 Consumers; 5. Why There are So Few Pioneer Products? - The Perception Analysis of Businesspersons and Companies.
Part II: Strategy and Practical Application : 6. Merits of MIPs from Management Perspective; 7. Conditions for the Success of MIPs; 8. Techniques to Develop MIPs; 9. Author's Recommendations; 10. The 42 Rules Concerning MIPs; Supplement; Postscript.
The book is based on the theory that the majority of the people are unaware as to what are the critical factors contributing to successful new product development and new market creation.