Author Name | UNAYAMA Takashi (KOBE University) /KEIDA Masayuki (Risso University) |
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Creation Date/NO. | January 2010 10-J-005 |
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Abstract
In a case-study, we show that developing new goods is constrained by demand uncertainty. It was believed that knowing “needs” would be critical for R&D investment decisions, and thus developing new goods. However, although the need for flat panel televisions was known for many years, they were not developed for a long time. It was not a limitation of technology but demand uncertainty that prevented the innovation. The implication of this case study is that reducing uncertainty is effective in promoting innovation.